The new product is licensed by Casper creator Harvey Entertainment and ties in with Twentieth Century Fox Film Corp.'s Sept. 9 home video release of "Casper-A Spirited Beginning."
An estimated $3 million to $5 million ad campaign is slated for network and cable TV kids programming, starting Aug. 25.
In addition to the video tie-in, Big G is offering a "Spooktacular" Casper lunch box and thermos for $8.99.
Saatchi & Saatchi Advertising's Kids Connection, New York, handles Count Chocula.
FLOOD OF KIDS CEREALS
The Count Chocula addition is the latest kids cereal, being introduced at a fever pace.
Within the past few months, marketers have been trying to add some glitz to the cereal bowl with Kellogg Co.'s Cocoa Frosted Flakes and Razzle Dazzle Rice Krispies; Post's Honey Nut Shredded Wheat from Kraft Foods; and Big G's Cinnamon Grahams.
Separately, General Mills is relaunching Multi-Grain Cheerios, renaming it Multi-Grain Cheerios Plus.
The revamped product is enhanced with 11 vitamins and minerals, and is receiving