This October, Minneapolis-based General Mills becomes the first cereal brand to offer on-pack DVDs. Through a partnership with Columbia TriStar Home Entertainment, Culver City, CA, more than eight million DVDs will be distributed on-pack via 20,000 retail locations; consumers who buy two select Columbia DVDs will get one free by mail in a year-long program flagged on General Mills cereal packs.
TV and print ads support. Among the Columbia titles offered on boxes of Cheerios, Honey Nut Cheerios, Lucky Charms, Golden Grahams, Honey Nut Chex, and Cinnamon Toast Crunch are Jim Henson’s “The Muppets” and Jackie Chan films. General Mills handles in-house.
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