Deals from Cheerios, Diaper Bag Staple of Champions

I came across this today and thought I'd add it to the blog as information sharing, can't beat coupons, free refillable containers and free books!!

Cheerios, Pampers Cling Together
By Jean Luo of the instore marketing instute

General Mills' Cheerios has partnered with Procter & Gamble's Pampers Baby Dry to promote health and wellness for babies and toddlers.

Promoting Cheerios as "finger foods for toddlers," the co-marketing campaign launched in November under the slogan, "Together for Bright Mornings." Special boxes of Cheerios carry coupons for $1.50 off a package of the Pampers Baby Dry, Cruisers, Easy Ups, Swaddlers or Feel'n Learn brands.


The partners teamed on bilingual SmartSource floor clings, as well as a promotional web site that offers resources for new parents. P&G featured the campaign in its Dec. 30 brandSaver FSI.

Further working the baby market, Cheerios has introduced refillable On-the-Go snack containers designed to fit in a purse, stroller or diaper bag. Manufactured by General Mills, the containers are merchandised in the baby care aisle.


Elsewhere, Cheerios has launched its sixth annual "Spoonfuls of Stories" program, which packages five million cereal boxes with free children's books. The collection includes five original titles from Simon & Schuster Children's Publishing, including one printed in both English and Spanish. Books are visible in cut-out windows on the boxes. The program kicked off Nov. 12 in conjunction with National Children's Book Week and runs through spring 2008. Promotional materials encourage shoppers to support First Book, a non-profit organization that supplies new books to disadvantaged children.

Pampers, meanwhile, promotes its "Gifts to Grow" rewards program on-pack. Shoppers register online to accumulate points with each diaper purchase; points can be redeemed for donations to non-profit organizations, licensed toys from Sesame Street and Nickelodeon, or products from Cheerios, Lego, Shutterfly, Blockbuster and Sears.

Published: January 2008

Source: In-Store Marketing Institute