QUAKER OATES ASKING "WHERE'S THE CAP'N?"
By Adnews Staff
Quaker Oates Company of Chicago has lost the captain of its ship. The company has launched a North American promotion for its Cap'n Crunch brand asking the question "Where's the Cap'n?". The promotion launches in January with the first of three waves. Included in wave one is the launch of three different "missing Cap'n" cereal boxes each designed to provide clues to the missing Cap'n whereabouts. Inside each box, children will also find an interactive decoder to help them read and understand the clues. At the same time, children will be introduced to the Cap'n Crunch Web site where they can also use the decoder. Wave two of the promotion finds kids playing Cap'n Crunch Crunchling Adventure on Cap'n Crunch's CD-ROM, available free inside specially marked double packs of Cap'n Crunch cereals. In wave three, kids discover Cap'n Crunch's "Mystery Crunch" cereal. The fruity cereal pops and sizzles in milk. The actual name of the limited time cereal will be revealed during the third wave to coincide with the places the Cap'n visited. The promotion is being supported with television and print advertising from Foote, Cone & Belding of Chicago. The third wave of the promotion is expected to end in June. PR for Cap'n Crunch is handled by Golin/Harris International of Chicago.