Ford, Kellogg Put Fusion Premiums in Cereal Boxes
Ford Motor Co. has taken Fusion beyond the dealership lot and into a cereal box.
Ford cut a deal with Kellogg Co. to put Hot Wheels versions of its Fusion sedan in 600,000 boxes of cereal to be sold nationally at Target stores.
One cereal box carries a red toy Fusion with Target’s bullseye logo; the consumer who finds it (and the winning game piece) wins a genuine 2006 Fusion. The instant-win game runs through May 2007. Battle Creek, MI-based Kellogg handles the game in-house.
The premiums are in specially marked boxes of Froot Loops, Apple Jacks, Frosted Flakes and Cocoa Krispies, which began hitting Target shelves this week. There are three Hot Wheels Fusion models in all.
Fusion could use the visibility. Sales for the model fell 9% in June to 13,691 cars (down from 14,940 cars in May). Ford’s U.S. sales for June totaled 269,404, down 7% over May.
Kellogg’s net sales rose 7% to $2.77 billion for the quarter ended July 1. Retail cereal sales rose 4%, following double-digit growth for the same quarter last year.
For more coverage on premiums, incentives and gift cards
For more coverage on contests
