Kellogg Puts Tunes in 20 Million Pop-Tarts

Posted on by Chief Marketer Staff

Kellogg is putting music in 20 million boxes of Pop-Tarts in an effort to court teens.

Pop-Tarts will carry in-pack codes that teens can redeem for one song download at Sony’s Connect Music. Packages will be on-shelf through yearend; codes must be redeemed by the end of 2007.

The promotion dovetails with a broader fourth-quarter push that puts mini Xbox games in Kellogg cereals, and offers for Xbox-branded goodies on Pop-Tart, Eggo waffle and fruit snacks packages (PROMO Xtra, Oct. 18, 2006).

Pop-Tart sales are up 4.3% to just over $393 million for 52 weeks ended Oct. 8, per Information Resources Inc. Pop-Tarts hold an 86% market share of the toaster pastry category in food, drug and mass merchandise stores (excluding Wal-Mart), per IRI.

DraftFCB, Chicago, handles both fourth-quarter promotions for Battle Creek, MI-based Kellogg.

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