Mining a new promotional idea, Kraft's Post unit next month offers consumers of its Honeycomb brand a chance to win more than 1,300 U.S. Mint gold coins.
For the "Gold Rush" effort, Post is producing limited-time gold-foil boxes to gain "a lot of shelf impact," said Linda Harelick, category business director, Post Kids.
The packaging will for the first time feature Honeycomb's ad mascot, the Craver. Stickers inside the boxes will tell kids they're a winner and give an 800-number they can call to receive one of 100 coins worth $150, one of 200 coins worth $80 or one of more than 1,000 worth $36.
TV ADS BACK GAME
Post will hype the instant-win game through 15-second TV spots running for three weeks in November, created by Ogilvy & Mather, Los Angeles.
The effort comes while momentum is on Honeycomb's side. Sales rose 5.3% to $107 million for the year ended July 18, according to Information Resources Inc.
Meanwhile, another Post brand on the cereal shelf will also get a boost. Kraft brings Cinna.Crunch Pebbles, a limited-time brand introduced last spring, permanently into its kids' portfolio on Nov. 1.
The rollout of Cinna.Crunch Pebbles, cinnamon-dusted corn and wheat puffs, is a result of the retailer acceptance and consumer excitement the variety sparked during a six-week promotional period last May, the company said.
PEBBLES LOOMS LARGE
"During the time when Cinna.Crunch was in the market, Pebbles moved from a No. 10 position to No. 7," Ms. Harelick said.
To drive awareness of the new Pebbles flavor, Post will launch a fully integrated marketing plan this January with TV advertising, couponing and retail displays featuring trial sizes.
The ads, also from O&M, will differ from the initial 15-second spots used to introduce the limited-time version that featured a meteorite headed for Bedrock. But the new spots will be based as well in the Flintstones' town, Ms. Harelick said.
Post spent only $710,000 against the cinnamon version of Pebbles in its initial introduction, according to Competitive Media Reporting, but will spend significantly more against the permanent Cinna.Crunch in what Ms. Harelick termed a "major launch."
$7.4 MIL IN AD SUPPORT
Fruity and Cocoa Pebbles together had sales of $195 million for the year ended July 18, IRI figures show.
Post put $7.4 million in measured media against the two varieties during the same time period, according to Competitive Media Reporting.
Last May, Post announced plans to leverage its presweetened cereals under the Post Kids banner to take advantage of 8.5% growth in the cereals from the previous year. Along with those plans, Post also made a commitment to innovation with its kid-targeted cereal brands and to reinforce the umbrella theme, "The