General Mills, Minneapolis, struck a multi-year deal with DreamWorks SKG for promotions tied to the Glendale, CA-based studio’s theatrical and video releases.
First films up for activity are “Sinbad: Legend of the Seven Seas” and “Shrek 2.” General Mills will field promos on hundreds of millions of packages across several product categories ranging from cereal to yogurt.
“We think DreamWorks has a great pipeline of quality kid and all-family movies for the next several years,” says Ann Carr, director of General Mills’ in-house Promotion Marketing Organization unit. The CPG maker is planning account-specific overlays as well as TV, print, and in-store support for the tie-ins.
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