Kraft-y promo: Post gives coins for 'comb

Thompson, Stephanie
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p19
Trade Publication
This article reports on the promotional plan of Kraft Foods' Post unit for its Honeycomb cereal brand which offers consumers a chance to win more than 1,300 U.S. Mint gold coins in November 1999. For this effort, Post is producing limited-time gold-foil boxes to gain shelf impact. The packaging will for the first time feature Honeycomb's advertising mascot, the Craver. Stickers inside the boxes will tell the consumers if they won the game. Post will hype the instant-win game through 15-second TV spots running for three weeks in November 1999, created by Ogilvy & Mather in Los Angeles, California. The effort comes while momentum is on Honeycomb's side. Sales rose 5.3 percent to $107 million for the year ended July 18, 1999. Meanwhile, another Post brand on the cereal shelf will also get a boost. Kraft brings Cinna.Crunch Pebbles, a limited-time brand introduced in Spring 1999, permanently into its kids' portfolio.


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