Kellogg’s fourth-quarter Cat in the Hat tie-in covers seven cereal brands with a Clean House sweepstakes that will award white glove housecleaning service to winners.
An in-pack premium on such brands as Rice Krispies, Froot Loops, and Frosted Flakes puts mini-plush Thing 1 and Thing 2 in boxes, and an overlay lets consumers give books via product purchase. Arc Marketing, Greenwich, CT, handles all promos and worked with Kellogg to develop licensed cereal that pairs cereal brands with characters from the Universal Pictures’ film, starring Mike Meyers and slated for a holiday premiere (Xtra, May 13).
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