CHEERIOS GETS FROSTED
By Adnews Staff
U.S.-based General Mills brought its Frosted Cheerios to Canada this week. National TV, outdoor and transit advertising will begin in a couple of months. Cereals marketing director Paul Vincent says General Mills is working "very closely" with FCB Canada in Toronto, Auger Babeux FCB Publicité in Montreal and Saatchi & Saatchi Advertising in New York. The TV ads will feature celebrities such as Fabio, James Doohan of Star Trek, TV's Ben Savage and Wayne Knight, who plays Newman on Seinfeld. The outdoor and transit ads will feature Canadian heroes such as NHL player Tie Domi, Ed the Sock, musician Paul Schaffer and figure skaters Isabelle Brasseur and Lloyd Eisler. Frosted Cheerios is the fifth cereal in the Cheerios line up. Others are :Honey Nut Cheerios, Apple Cinnamon Cheerios, Multi Grain Cheerios and the original Cheerios. Frosted Cheerios has been in the U.S. since last September.