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Total Cereal Sponsors Medical Correspondent Reports

By Published on .

NEW YORK (AdAge.com) -- General Mills' Total cereal brand launches an eight-week integrated-marketing partnership Jan. 5 with Time Warner’s CNN.

In on-air healthy-living segments themed “New You Resolution,” CNN medical correspondent Dr. Sanjay Gupta will help five people break bad habits and get healthier.

Total is the on-air sponsor, with billboards, tune-in spots and promos on CNN and Headline News. CNN.com will devote an online area to the promotion, and co-branded tune-in ads will run in USA Today, The New York Times, Washington Post and others.

General Mills will promote the CNN series on Total boxes.

Publicis Groupe’s Saatchi & Saatchi, New York, is the ad agency that handles Total. Spending on the promotion was not disclosed.

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