General Mills, America Online set multiyear alliance

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America Online and consumer food products marketer General Mills set a multiyear online and offline co-marketing alliance that gives Web users discounts on General Mills' food products, including Cheerios, Gold Medal flour and Hamburger Helper. Under the alliance, General Mills' products will be promoted both to AOL members and visitors to AOL interactive sites. One of the first promotions will be a contest in which Internet visitors can enter to win an "ultimate party" for friends and family from Chex Party Mix/Chex Cereal.

Copyright November 2000, Crain Communications Inc.

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