Kellogg Co. is launching a multi-brand promotion tied to "Batman & Robin," the fourth film in the Warner Bros. franchise, due in theaters June 20. The push includes 13 Kellogg ready-to-eat cereals, whose packaging will include characters from the movie, plus a limited line of Kellogg's Eggo "Bat Signal" Waffles and Kellogg's Pop Tarts that feature movie-inspired flourishes. Promo offers include the "Batman Action Pack," which includes posters, trading cards and comic books, coupons for Six Flags Theme Parks, and an offer for an "Eggo 'Batman & Robin' Color Change Plate." An $8 million to $10 million ad campaign supports.
Copyright May 1997, Crain Communications Inc.