Country Artists to Grace Cereal Box

NASHVILLE, Tenn. (top40 Charts) - Cereal just got a little more country.
Kellogg Co. on Sunday began a new promotion that features 40 million cereal boxes plastered with photos of 18 female country music performers.

The boxes promote current albums from the artists and an offer of three free CD, available by mail. Postage is extra.

The promotion, called "Driving 'Em Crazy," includes stars like Reba McEntire, Martina McBride and Lee Ann Womack and will target Kellogg's "all-family brands" - Corn Flakes, Honey Crunch Corn Flakes, Raisin Bran, Crispix, Mini-Wheats and Frosted Mini-Wheats.
"We realized the power of the box," said Max Kittle, senior vice president of Nashville-based TBA Entertainment Corp., which developed the promotion with Atlanta-based Summit Marketing.

Kittle helped develop a similar CD promotion with Kellogg in the mid-1990s that used Kathy Mattea on 1 million cereal boxes. In that campaign, consumers sent off for 90,000 albums, a 9 percent response.