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Post Foods readies Sugar Bear Something Sweet promotion

Post Foods Canada will begin a national marketing campaign on Oct. 7 promoting its Sugar Crisp breakfast cereal. The campaign will take place online and on Canadian college and university campuses. It will take the form of a contest call "Sugar Bear Something Sweet." It will feature the return of the brand's Sugar Bear spokescharacter in the form of an animatronic bear head that sings the brand's jingle, "Can't get enough of that Sugar Crisp."

Visitors to the website at <http://www.sugarcrisp.ca> will be able to enter a weekly draw for one of 100 of these Sugar Bear Bots by submitting their own phrases for the bear to speak. The winners will receive bears that have been programmed to say the winning phrases and sing the jingle. An additional 1,500 instant prizes will also be distributed. The contest will run until Nov. 15.

The campus component of the campaign will make use of a branded food truck that will display the animatronic bear, distribute information about the contest and conduct product sampling. Until the contest begins, consumers can submit Twitter messages to a bear connected to a live webcam to have the bear read their message.

"Since 1949, Sugar Bear has remained an icon of cool that Canadians have always connected to," said Amy Bernstein, product manager for Sugar Crisp. "We wanted to create a fun opportunity for Sugar Bear to share his personality and engage fans in the real world and online."

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