Kraft Takes Web Marketing to Other Worlds - Kraft Foods launches campaign to promote new website targeted to children - Brief Article - Statistical Data Included

Brandweek, April 16, 2001 by Sonia Reyes

Kraft Foods is breaking a national TV and online marketing effort later this month to support the launch of Postopia.com, the first interactive site for its Post kid cereals.

Post hopes to build its base of young consumers via the Internet by playing up the site's fun aspects. Postopia will be heralded on 19 million boxes of Post kid cereals, including CinnaCrunch Pebbles, Alpha Bits and Golden Crisp, and on in-pack cards that tout the instant-win opportunities for mouse pads, electronic organizers and digital cameras. TV creative, via Ogilvy & Mather, L.A., will break April 30 and target kids aged 8-12 on such networks and cable shows as Nickelodeon, Fox Family and South Park. Spots will feature real kids who morph into Postopia heroes Zander, Nick, Chelsea and Kiki as they explore Futuria, Ice Burbs and other fantastic worlds.

Launched without fanfare on April 1, Postopia also allows visitors to engage in educational/creative games, such as building robots or traveling back in time to learn about past civilizations. In Hysterical History kids can invite a famous person to a party and learn about their contributions.

"Postopia is an interactive destination that will help us to continue to build and strengthen relationships with kids," said Eric Greifenberger, category business manager for Post Kids Cereals. "The site empowers kids to play and express themselves in whichever way they choose."

Online interactive banner ads, via Modem Media, Norwalk, Conn., will break May 7 on five separate kid sites and play up the gamut of prizes, games and fun. Postopia, created by iXL, Chicago, comes as food marketers are working to expand their younger consumer base via the Internet. General Mills has YouRuleSchool.com and Nabisco runs NabiscoWorld.com. But the future of online cereal sites already has arrived: Big G has been testing MyCereal.com, which allows visitors to concoct their own cereals for a hefty price tag.