GENERAL MILLS AND NEOPETS BEGIN HONEY NUT CHEERIOS PROMOTION
By Adnews Staff
General Mills Canada and NeoPets, Inc. will begin a promotion today for General Mills' Honey Nut Cheerios cereal. The campaign will include specially marked packaging, television advertising and online elements. The packaging directs consumers to a Web site at <http://www.neopets.com> where they can play a game called "Race for the Taste." Cereal boxes also include codes that can by redeemed for "virtual items" at the site. Television advertising includes a Honey Nut Cheerios 20-second brand commercial tagged with a 10-second clip promoting the online game. The packaging was created by General Mills. The television advertising was done by Cossette Communication-Marketing of Toronto. The online elements were created jointly by General Mills and NeoPets. The promotion will run nationally, excluding Quebec, until the end of the year.