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Mini-Beans come to Kellogg's cereal

Courtesy of Kellogg Company
December 8, 1999

Kellogg Company kicks-off the 21st Century by bringing fun back into the cereal aisle with the highest value in-pack premium offers in Kellogg'sŪ history. Beginning in January 2000, Kellogg will partner with the Children's Television Workshop to provide the next evolution of plush, collectible bean bag toys, Sesame Street Mini-Beans (TM), available free inside specially marked boxes of Kellogg's cereals.

"This promotion is an example of Kellogg's ongoing commitment to offer consumers high value premium items and instant gratification. With a retail value of $2.99, the Sesame Street Mini-Beans raise the bar on traditional cereal box prizes, which haven't appeared in Kellogg's cereals since 1995,'' said Kevin Smith, vice president marketing services, Kellogg USA. "Additionally, having the Sesame Street Mini-Beans available for free inside the cereal box creates an interactive 'experience' with the participating Kellogg brands.''

"The Kellogg's Sesame Street Mini-Beans promotion heralds a renewed commitment to caring for kids and bringing fun back into the category,'' said John Cook, president, Kellogg North America. "The promotion capitalizes on the collect and trade craze with plush bean toys and offers added value to moms, while the on-pack games and activities provide an educational and interactive opportunity for kids while they eat a great-tasting, nutritious breakfast.''

One of 24 different Sesame Street Mini-Bean (TM) characters will be inserted into 25 million boxes of specially marked Kellogg'sŪ children's cereals. Each of the eight participating brands will feature one of four Muppet characters from Sesame Street in every package:

Kellogg'sŪ SmacksŪ (17.6 oz): Betty Lou, Zoe, Elmo and Mumford

Kellogg'sŪ Rice KrispiesŪ (13.5 oz): Bert, Ernie, Twiddle Bug and Rubber Duckie

Kellogg'sŪ Corn PopsŪ (19.5 oz): Oscar The Grouch, Honker, Baby Bear and Baby Natasha

Kellogg'sŪ Apple JacksŪ (19.1 oz)/Kellogg's Honey Crunch Corn Flakes (TM) (21.3 oz): Grover, Benny Rabbit, Sherlock Hemlock and The Count

Kellogg's Frosted FlakesŪ(31 oz)/Kellogg'sŪ Raisin Bran (25.5 oz): Big Bird, Guy Smiley, Mr. Snuffleupagus and Barkley

Kellogg'sŪ Marshmallow Blasted Froot Loops (TM) 2000 with Marshmallow Millennium 2's (14oz): Telly Monster, Cookie Monster, Rosita and Herry Monster.

Kellogg Company is creating awareness of the promotion with an innovative marketing campaign that includes television and cinema advertising, free-standing inserts and public relations activities. Brigandi and Associates (Chicago) will handle the promotion and Leo Burnett Company, Inc. (Chicago) will handle the advertising campaign, which will air in January.

Printed on the inside of Kellogg's cereals with the Sesame Street Mini-Beans inserts will be games, quizzes and 'cut out & color' versions of the buildings on Sesame Street. An additional 50 million cereal boxes will feature a 'Global Adventure with Ernie & Bert' package where the popular Sesame Street pals are transported to four different countries to teach kids about world geography and history. A collector's edition cereal box will also be available, showcasing Big Bird on 18 oz. packages of Kellogg's Corn FlakesŪ to celebrate 30 years of Sesame Street children's educational television program.

Kellogg Company is the world's leading producer of ready-to-eat cereal and a leading producer of other convenience foods, including toaster pastries, frozen waffles, and cereal bars. For more information, visit the Kellogg home page at the World Wide Web at http://www.kelloggs.com.


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