TV advertising for the limited-time product is estimated to be budgeted at $3 million to $5 million, from Saatchi & Saatchi Advertising's Kid Connection, New York.
The spot is a humorous takeoff on Steven Spielberg's upcoming sequel "The Lost World: Jurassic Park," the Universal Pictures release due in theaters May 23.
The commercial features paleontologists marveling at dinosaurs-the switch is that the dinosaurs are marshmallow and part of the new brand.
The cereal pieces include green T-rexes, and swirled raptors, which sounds a lot like what's in Big G's Lucky Charms cereal.
Ads remind kids the cereal "will only roam the earth for a limited time."
IMITED-TIME CEREALS ARE HITS
Limited-time cereals have become more popular in recent years.
Quaker Oats Co. this year added Oops! All Berries to its Cap'n Crunch children's cereal line and has marketed seasonal versions of that product tied to summer baseball and Christmas. Kellogg Co. added a Valentine's Day edition of Rice Krispies to its previous limited-time Christmas and Halloween varieties.
General Mills has been showing the greatest strength among ready-to-eat cereal marketers following the industry's widespread price cutting last year.
Although the company's cereal sales fell 2.2% to $2.1 billion for the 52 weeks ended Feb. 23, according to Information Resources Inc., that drop was the least steep. Kellogg, with $2.5 billion in sales, was down 14.1% while Kraft Foods' Post unit fell 5.6% to $1.2 billion.
Kellogg holds 33.3% of the U.S. market, while General Mills has 27.9% and Post comes in third with 16.4%.
General Mills is linking dozens of its brands with its promotion beginning this spring tied to "Lost World." Consumers will know when they have won the