General Mills tests bus wraps to reach African-Americans

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General mills is trying bus wraps for the first time on buses with routes servicing Chicago's South Side neighborhoods to tout Trix cereal.

The test is meant to introduce "The fruitiest ever" campaign to African-American children aged 6 to 8 and their mothers. Don Coleman Advertising, Southfield, Mich., creates African-American advertising for Cheerios, Chex, Kix, Lucky Charms, Total and Trix.

"The campaign is only running in Chicago for now, but it may expand to other markets," says Ronny Mills, senior VP for Coleman.

The bright red bus wrap features the Trix Rabbit and children on rollerblades and skateboards.


The effort was not created to cross over to other niche consumer markets, but no doubt will be seen by a variety of consumers who live in the neighborhoods and travel on the buses, he said.

Marcia Page, senior account exec for Coleman, said Chicago is a good location for this effort because "it will let us measure our results."

In addition to the bus wraps, General Mills used radio, out-of-home, a back-to-school ad in the Chicago Defender and sponsored a float in the annual Bud Billiken Parade. It also distributed samples there.

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