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KELLOGG GOES COUNTRY, THEN MONSTERS, THEN RETRO

By May 24, 2001

Kellogg Co., Battle Creek, MI, will run a country music CD offer this fall featuring a slate of 18 female singers and groups including Reba McEntire, Lee Ann Womack, and Jo Dee Messina.

The Driving ‘Em Crazy mail-in offer dangles three CDs, each with six different artists, for proofs of purchase and $1.99. Radio support runs Aug. 13 through Sept. 7, and a 50 million-household FSI drops in August offering $1 off any two cereals (including Corn Flakes, Raisin Bran, Mini-Wheats, and Crispix). Summit Marketing, Atlanta, handles.

Kellogg will follow up that effort with an October tie to Disney film “Monsters, Inc.” featuring an in-pack instant-win campaign on Pop Tarts and seven kids’ brands (Frosted Flakes, Rice Krispies, Froot Loops, Marshmallow Froot Loops, Apple Jacks, Corn Pops, and Mini-Wheats). Voice chips inside winning boxes “scream” when opened. Elsewhere, Crispix carries a mail-in offer for a free “Monster” snack bowl; promotional SKUs include Monster Eyes Marshmallow Froot Loops, Monster Paws Apple Jacks, and blue-and-purple Pop-Tarts (for the color of a character in the film. DraftWorldwide, Chicago, handles. (At the same time, Halloween versions of Jack’O'Lantern Apple Jacks, Kreepy Rice Krispies, and Candy Corn Pops hit shelves.)

A separate Disney tie-in timed to the October video release of “Snow White and the Seven Dwarfs” includes four collector’s edition boxes of Corn Flakes featuring Snow White, the Queen, and the dwarfs. A mail-in offer gives kids a Talking Magic Mirror for $5.99 and two proofs; P-O-P displays have a working mirror built in. Packages also carry a $5 rebate offer on the video or soundtrack. Theme is “The one that started it all.” Brigandi & Associates, Chicago, handles.