GENERAL MILLS PUMPS OUT FOURTH VERSION OF CHEERIOS
By Adnews Staff
U.S.-based General Mills is launching a U.S. TV campaign on Oct. 12 for its new hot-selling Frosted Cheerios cereal. The breakfast food hit store shelves in the U.S. last month, and General Mills has already sold nine million boxes even though the product is only available in 20% of the country's supermarkets. General Mills has no immediate plans to sell the product in Canada, marketing senior vice-president Christi Strauss told Adnews this week. The U.S. ads will feature celebrities such as Chris Elliott of The Late Show With David Letterman, loud-mouth comedian Filbert Gottfried and rap artist Queen Latifah. They also star animated icons such as the caped canine Underdog, and villains Boris and Natasha from the Rocky and Bullwinkle cartoons. The spots are filmed from the perspective of an open box, with the celebrities looking in and saying how good the cereal is. The campaign was created by Saatchi & Saatchi Advertising North America of New York.