YOPLAIT EXTENDS CAILLOU SPONSORSHIP
By Adnews Staff
Yoplait Canada has extended its national sponsorship deal with Montreal-based Cinar Corporation for an additional year. Under the agreement Yoplait can use Cinar's Caillou character to promote its Minigo cheese brand. Caillou is the lead character of the preschool series by the same name that follows the adventures of a four-year-old boy. It is seen on Teletoon in Canada and PBS Kids in the U.S. "We are very excited about our renewed sponsorship deal utilizing the Caillou brand because Minigo and Caillou are a perfect match," said Christine Laforest, senior product manager for Yoplait Canada. This year Yoplait will undertake three Minigo promotions featuring Caillou, the first beginning next month. That promotion will involve four collectible Caillou ice pop sticks that double as wands for blowing soap bubbles in specially marked packages of Minigo. The two additional in-pack promotions are currently in development. Promotions for the Minigo brand are handled by PNMD of Montreal. Yoplait dairy products are manufactured, distributed and marketed by Ultima Foods Inc. of Longueuil, Quebec.