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SBD/10/Sponsorships Advertising Marketing
GENERAL MILLS GOES TO BAT WITH MLB-THEMED PROMOTION
Published March 10, 1998
General Mills is launching a multi-brand sports-themed promotion in "one of the biggest" MLB-linked packaged-goods programs, according to Lefton & Thompson of BRANDWEEK. In April, General Mills will launch a "limited-time" kids cereal, Grand Slams, and promos around 12 kids cereals and other brands hitting 50 million packages in all. The promo uses MLB and MLBPA rights, along with "more than 25 of the game's biggest stars." The Grand Slams cereal will launch in mid-April and feature Frank Thomas, Mark McGwire, Mike Piazza on the front panels, and other players, including Larry Walker, Andres Galarraga and Tino Martinez on back panels. Lefton & Thompson note that the combination of player and team rights "is a rare showing of cooperation" between MLB and the MLBPA. Grand Slams boxes "will tout an offer for cereal bowl/batting helmets with MLB logos." General Mills' three Wheaties brands will feature Piazza, Ken Griffey and Cal Ripken (BRANDWEEK, 3/9 issue). IRON MAN ENDORSEMENT: Nabisco has signed Cal Ripken to support its involvement in its MLB's All-Star themed FSI. Nabisco will use life-sized standees of Ripken in a "massive" POP effort (Terry Lefton, BRANDWEEK, 3/9).