GENERAL MILLS PROMOTING OLYMPIC SPONSORSHIP
By Adnews Staff
General Mills Canada Inc., based in Mississauga, Ontario, is using advertising and public relations initiatives to promote its sponsorship of the Olympics. The company announced it is exclusive category sponsor of the Canadian Olympic Association and the Canadian Olympic team for the Sydney 2000 Olympic Games. General Mill's Cheerios cereal brand is the only official cereal sponsor for the 2000 Canadian team. As official sponsor, General Mills is entitled to claim "Official sponsor of the COA," "Official sponsor of the Canadian Olympic team for the 2000 games" and is allowed official use of the COA logo. The logo has been incorporate into the company's television commercials currently on-air and the spots have been tagged with the "Official sponsor of the COA" term. Advertising and public relations support has been placed behind the Cheerios brand. General Mills said sponsorship rights may also extend to the Betty Crocker line of products as well. One spot which debuted this week, called "Clothesline," features three generation of women. A grandmother and mother are watching their granddaughter/daughter from the kitchen window. The young girl is seen playing volleyball over the clothesline in the yard. General Mills is also running a joint promotion with supporting advertising, with another Olympic sponsor Roots Canada. The company will also be launching additional product offers and promotions with a focus on the Olympics and Canada's team. Advertising is done by Cossette Communication-Marketing. Public relations is being handled by Optimum Public Relations.