General Mills is expected to spend in excess of $30M to
leverage its sponsorship of the '98 U.S. Olympic Team,
"introducing a limited-time USA Olympic Crunch cereal, Betty
Crocker Team USA desserts and a raft of Olympic-themed
promotions for many of its brands," according to Stephanie
Thompson of BRANDWEEK. USA Olympic Crunch will launch in
early January in red, white and blue packaging, featuring
marshmallows in the shape of winter sports equipment.
General Mills will also extend its limited-time Betty
Crocker Team USA desserts. It will also tout in-store offers
of a USA Hockey jersey or Olympic pins with "proofs-of-
purchase and account specific sweeps for nearly $30,000 in
prizes." Among other promos: Wheaties will feature Eric
Heiden, Kristi Yamaguchi and the '80 U.S. Hockey Team; Fruit
Roll-Ups will feature Olympic shapes and punch-out games;
Total, Nature Valley Granola Bars and Betty Crocker cake,
brownie and potato dish mixes will feature "Gold"-themed
sweepstakes; and Yoplait will carry "Go for the Gold" lids
offering donations to the U.S. team (BRANDWEEK, 11/24).
REEBOK GOES DOWN UNDER: Reebok has joined the Sydney
Organizing Committee for the Olympic Games (SOCOG) and the
Australian Olympic Committee (AOC) as an "Official Supporter
of the Sydney 2000 Olympic Games." In a separate agreement,
Reebok has also been named an "Official Sports Brand of the
1998 and 2000 Australian Olympic Teams" (Reebok).
