GENERAL MILLS AND HASBRO SLIP DISCS INTO CEREAL
By Adnews Staff
General Mills Canada and Hasbro Interactive are partnering up to give away free CD-ROM computer games inside cereal boxes. According to the companies, this is the first time such an offer has been made in Canada. Beginning this month, certain boxes of Cheerios, Honey Nut Cheerios, Frosted Cheerios, Lucky Charms, Nesquik, French Toast Crunch and Honey Nut Chex will display the included discs through transparent windows. Six full-size games will be available on these discs: Clue, Monopoly Junior, Tonka Search & Rescue, Operation, Yahtzee and Boggle. Boxes of Cinnamon Toast Crunch, Reese Peanut Butter Puffs, Golden Grahams, Multigrain Cheerios and Apple Cinnamon Cheerios will contain tokens. Six tokens can be mailed-in to receive the six-disc set. The give-away is being promoted with a television and cinema advertising campaign created by Cossette Communication-Marketing. PR is being handled by Optimum Public Relations.