General Mills

Today's kids have lots of money to spend. Marketers need to learn the ins and outs of marketing to them.

Marketer: General Mills, Minneapolis
Objective: To effectively introduce this new product, General Mills executives believed the packaging had to stand out from other products on the shelf. The graphics were accentuated by the Composipac process, developed by Graphic Packaging Corp. In addition, boxes contained a voice-activated chip that allowed consumers to win prizes.
Introduced: May 1997
Producer: Graphic Packaging Corp., Wayne, Pa.

Client: General Mills and Walt Disney Home Video
Products Promoted: "Aristocats" video; General Mills "Big G" cereals
P-O-P Company: GML Inc., Vadnais Heights, Minn.
Distribution: Supermarkets
Material: Screen printed on 3M Floor Graphic material
Introduction: April 1996

This bottom-line technology is breaking new ground in retail and other applications