GENERAL MILLS, CANADIAN HOCKEY ASSOCIATION PROMOTE DOUBLE GOLD DAY
By Adnews Staff
General Mills and the Canadian Hockey Association are using the one-year anniversary of Canada's double gold Olympic hockey victories in a promotion called the Reflections of Olympic Gold DVD program. Six million boxes of General Mills cereals will contain one of four DVD discs commemorating the events. Participating cereals include Cheerios, Honey Nut Cheerios, Apple Cinnamon Cheerios, Lucky Charms, Golden Grahams, Cinnamon Toast Crunch, Newquik, Frosted Cheerios, French Toast Crunch, Honey Nut Chex and Oatmeal Crisp. See-through windows on the front of each box will allow consumers to see which DVD is included. As part of the program, General Mills and the CHA have designated Feb. 24, the last day of last year's Olympic Games, "Double Gold Day." The organizations are encouraging Canadians to participate in a hockey-related activity on that day. A national television and out-of-home advertising campaign is supporting the program. Public relations for General Mills are handled by Optimum Public Relations.