While cereal promos center on that valuable piece of real estate known as the box, Kellogg is venturing farther afield for its snack foods.
In March, the company repeated a Spring Break sampling push for Rice Krispies Treats Squares by hosting a “CoolOut Cabana” in vacation haunts such as Panama Beach City, FL, with four living rooms set up on the beach. Students availed themselves of free phone calls and e-mail, movies on big screen TVs, a hot tub, and all the free Treats Squares they could handle – about 800,000 in all. Kids played foosball, air hockey, and Sony PlayStation games and participated in Treats contests. The College Kit, Hanover, NH, handled.