Kellogg Co., Battle Creek, Mich., has tied in with apparel marketer Joe Boxer for a promotion on boxes of its Raisin Bran Crunch cereal. The promotional offer will be carried on 7 million boxes of the cereal, which Kellogg is pitching to young adults. It touts the chance for consumers to send in $5.99 for a pair of Joe Boxer boxer shorts. The boxers feature Raisin Bran icon Sunny across the front and the brand's ad tagline, "Breakfast is back,'' on the back. J. Walter Thompson USA, New York, which handles advertising for Raisin Bran Crunch, is not involved in the on-pack promotion.
Copyright August 2000, Crain Communications Inc.