Manufacturing Industry
Cheerios goes for the gold with 'Read-the-Box' promotion. (News Perspective).(Brief Article)
Packaging Digest, February, 2002
It probably would surprise most cereal-eaters to hear that research cited by General Mills Canada Co. shows that, before consumers finish their favorite box of breakfast cereal, they will have read the carton as many as 12 times. Now, General Mills Canada is capitalizing on this exposure by giving Cheerio munchers more to read about.
Through its "Read-the-Box" campaign, the cereal maker is using this four-paneled paperboard "billboard" to whet the appetite of family members for reading.
Released in late '01 in preparation for the 2002 Winter Olympics, a special-edition run of four million Cheerios cartons celebrates the accomplishments of a number of Canada's amateur athletes, as well as the talent and works of select Canadian authors. There are six...
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