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).