SBD/10/Sponsorships Advertising Marketing

GENERAL MILLS GOES TO BAT WITH MLB-THEMED PROMOTION

          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). 

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Related Topics:

MLB, Nabisco, Wheaties

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