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GENERAL MILLS LOOKS AT SPRING OLYMPIC MARKETING LAUNCH
Published April 4, 1996
General Mills will launch a $100M Olympics-related marketing push for several of its brands this spring, according to AD AGE. This month, a new limited-edition TEAM USA Cheerios will hit stores, supported by $40M in marketing spending. That will be followed by a Olympic marshmallow shape for Lucky Charms, a pop- off top instant-win game for Yoplait yogurt and in-store giveaways. In July, General Mills will launch another Olympic promotion for Wheaties. Other brands participating will be Nature Valley granola bars, Pop Secret microwave popcorn and Hamburger Helper (Leah Haran, ADVERTISING AGE, 4/1 issue). NO PRETZELS AT WORLD PARTY? Anheuser-Busch Cos. is "stuck" as the "Official Salty Snack Food" of the Games despite the fact it no longer manufactures Eagle snacks. A-B cannot sell their sponsorship to PepsiCo's Frito-Lay because of the pressure Coca- Cola has put on ACOP to keep Pepsi "out of the Games" (Pollack & Jensen, AD AGE, 4/1).