WILL DAYTONA 500 BE GENERAL MILLS' LUCKY CHARM?

          General Mills will "rev up" the second year of its
     "Cheerios car" NASCAR team sponsorship with an "estimated
     $10 million-plus, 10-brand race-themed Daytona 500
     promotion, to be heralded by" in-store displays, retailer
     incentives and a national on-pack consumer sweepstakes,
     according to Stephanie Thompson of BRANDWEEK.  The company
     decided to further "leverage its involvement" with NASCAR by
     "signing on as a promotional partner" with the Daytona 500. 
     VP & Dir of Cheerios Racing Laurie Greeno: "We had a year
     experiencing what it's like to be involved and we're going
     forward with all cylinders firing this year.  We are putting
     a major focus on NASCAR, seeing it as a major opportunity." 
     In an effort to draw NASCAR fans, 38% of which are female,
     General Mills will run "Race Weekend at the Daytona 500," a
     promo that will include offering retailers lobby displays
     featuring the Cheerios car (BRANDWEEK, 10/19 issue).