Kellogg Co. and its Keebler brands this summer partner with Cartoon Network for a back-to-school campaign dubbed Toon Up for School.
In-store displays replicate a school bus with Cartoon Network characters on board; an instant-win sweeps awards Cartoon Network goodies. Promotional products like Powerpuff Girls cookies (mini sandwich cookies with sparkling “Power Crystal” filling) are shelved beside Keebler snacks.
Separately, theme park and video tie-ins support Kellogg cereals for back-to-school. An in-pack sweeps tied to Walt Disney World’s 100 Years of Magic puts gamepieces in seven brands including Frosted Flakes, Rice Krispies, and Raisin Bran. Winners who find the special 100 Years gamepiece (Mickey in his “Sorcerer’s Apprentice” hat) get a trip to the theme park for the 100 Years wrap up in December.
Meanwhile, Crispix rides the September video release of “Monsters, Inc.” with a mail-in offer for a snack canister (and snack mix recipe). Corn Flakes gives away Belle and Beast spoons and puts the characters on-pack, timed to the October video release of “Beauty and the Beast.” Battle Creek, MI-based Kellogg also launches Pop-Tarts Snak Stix (Cookies & Crème, Double Chocolate, and Caramel Chocolate) in July with a “got milk?” display, in-store and event sampling, and FSIs. Displays go up July 28; TV and online ads break Aug. 18. Sampling runs from mid-August through mid-October.
Separately, Kellogg collaborates on a snack kit with Jel Sert Co., the West Chicago-based firm that makes Wyler’s drinks, Royal pudding mixes, and Fla-Vor-Ice pops. Jel Sert approached Kellogg for a co-branded Mondo Snack Kit — a Mondo juice drink and Rice Krispies Treats bar that ships in July with back-to-school promos in the works. Jel Sert president Ken Wegner cut the deal; he also negotiated with Columbia Pictures for a “Spider-Man” promo that put trading cards in one out of four packs of Fla-Vor-Ice pops (through May). Wegner’s been doing studio deals since “Babe: Pig in the City.” “A lot of large companies look at several properties at once, then choose one and leave the rest hanging,” says Wegner. “We don’t overcommit.”
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