Kellogg Co. is seeing red with an estimated $2 million yearlong promo for Apple Jacks cereal.
Here’s the storyline: A botched attempt to reformulate the recipe “to taste and look like real apples” let 2,000 boxes of “red ‘Jacks” slip onto store shelves. Kids can help Kellogg fix its mistake by retrieving the errant boxes. (If only New Coke had been staged as smoothly.)
Instant-win certificates inside the boxes with red cereal are worth $10,000 (10 prizes) or $100 (1,990). Players can track how many boxes are still on shelf at Kellogg.com. DraftWorldwide, Chicago, handles with TV support via Leo Burnett USA, Chicago.
Separately, Battle Creek, MI-based Kellogg tapped longtime shop Arc Marketing USA (formerly Clarion Marketing & Communications), Greenwich, CT, to handle interactive marketing for Keebler Co., Elmhurst, IL. Kellogg bought Keebler in 2001.
Network
