Americans spend billions of dollars on breakfast cereal every year, and there is no better way to place advertising at the family breakfast table. Ford knows that and has teamed up with Kellogg's to give kids of all ages a Hot Wheels collector card featuring either the F-150, Mustang, or Edge. The blue oval Hot Wheels cards will be available after Labor Day (only at Target, which is lame) in over a million boxes of cereal. There are three different cards for each vehicle, each with a different color. If you find all three colors of a specific vehicle, you win yourself the real thing, courtesy of the gang in Dearborn.
We've had a lot of cereal in our time, and when we were kids there was always something to dig for in every box, even if it was total junk. The promo is cool, and while we're all for contests, we would have preferred actual Hot Wheels cars in-box instead of trading cards.
BREAKFAST WITH THE FORD MUSTANG, EDGE AND F-150 -
DEARBORN, Mich., Aug. 29, 2007 – Customers are saying "They're gr-r-reat!" to Ford's best lineup of vehicles ever, including the Ford Mustang, Edge and F-150 that are about to hit breakfast tables nationwide as part of a promotion with Kellogg's ®, Hot Wheels ® and Target ® stores beginning Labor Day Weekend. Hot shots of these vehicles will grace more than one million packages of Kellogg's ® most popular cereals – including Tony the Tiger's world-famous Kellogg's Frosted Flakes ® – that will be sold exclusively at Target stores. Ford also will give away one of each vehicle in a contest involving Hot Wheels collector cards, available in the specially-marked boxes.
"Ford's iconic Mustang and F-150 are being joined by hot new entries such as the Edge and turning customers' heads with great designs, safety, quality and innovation," said Killol Bhuta, Sports Car marketing manager. "The goal of this unique promotion is to get more customers to test drive these great vehicles because once they do, they more likely will drive away in a Ford."
The new promotion builds on the success of a similar contest with the Ford Fusion in summer 2007 as the legendary Mustang and F-150 are expected to stir more interest in collecting the boxes and vehicle cards. Like the Fusion last year, the Edge is as an all-new entry that Ford is targeting directly at young families who drive the cereal business.
Play Your Cards Right
To win, consumers must purchase special, Ford-marked boxes of Kellogg's Froot Loops ®, Apple Jacks ®, Frosted Flakes ®, Cocoa Krispies ®, Corn Pops ® or the newest Kellogg's cereal, Hot Wheels ®. Inside each box is a Hot Wheels collector card with a picture of one of the vehicles.
The F-150 will be awarded to the person who collects one each of the red, black and silver Ford F-150 cards. The Ford Edge winner will be the one who collects one each of the red, blue and rust Edge cards, and the Mustang will go to the person who turns in the red, silver and orange Mustang cards. While some of the cards are numerous, others are rare.
The promotion, which begins in September, is exclusive to Target stores and will be supported by weekly print ads and in-store advertising. The boxes also contain a Target coupon for a free Ford-model Hot Wheels basic car.
"We see this as a win-win promotion for all of our partners; Ford, Hot Wheels and Target," said Mark Rose, Kellogg customer marketing associate director. "It drives traffic to Target stores for Kellogg's cereals and exposes consumers not only to Hot Wheels but to the latest Ford products as well."
Cereal Is Big Business
Americans spend more than $7.5 billion a year on cereal. It's the third most popular item sold in grocery stores after soft drinks and milk.
Since it was introduced in the early 1900s, the cereal package has been used as an alternative form of marketing. Kellogg's estimates the cereal box is read an average of five times in a typical household. And it's not just part of a morning ritual for kids.
"Breakfast cereal is more popular than it's ever been, and it's way outside the grade school kid-market," said David Hoffman, author of the book "The Breakfast Cereal Gourmet," a history of some of our favorite cereals.
"Twenty and 30-somethings also eat cereals like Froot Loops, Frosted Flakes and Cocoa Krispies," he added. "It's a throwback to Saturday mornings in front of the television. It has a huge comfort factor."
Ford's Best Lineup Ever
Ford is aggressively adding to its best lineup ever with more new 2008 models, features and options while building on a quality record that J.D. Power & Associates recently reported is essentially equal to Toyota's. The 2008 Ford Edge crossover will continue to energize the Ford brand after becoming the top-seller in America's hottest vehicle segment only months after introduction.
The Edge's modern styling is matched by the spirited performance, fuel efficiency and smooth, quiet ride from its 265-horsepower V-6 engine and 6-speed automatic transmission. New for the 2008 model, Edge offers Ford Sync™ – an industry-exclusive, voice-activated, hands-free, in-car communications and entertainment system. The available system, developed in collaboration with Microsoft, fully integrates mobile phones and media players into the vehicle using Bluetooth technology and USB connectivity.
The 2008 Ford Mustang charges into the 2008 model year to build on one of the greatest automotive sales success stories of all time. Nearly one out of every two sports cars sold in America is a Mustang. The 2008 Mustang offers two new Shelby Mustangs, including the Shelby GT 500KR – the most powerful production Ford Mustang ever with an estimated 540-horsepower 5.4-liter supercharged V-8 – that returns in spring 2008 to mark the 40th Anniversary of the original "King of the Road" Mustang.
The 2008 Ford F-150 half-ton pickup is the capability leader in its segment with best-in-class payload and towing capacities, building on the successful formula that has helped Ford sell more than 32 million F-Series trucks since its 1948 debut. It has also been the best-selling truck in America for 30 years running and the best-selling vehicle for 25 years in a row. Ford is adding to an unmatched lineup of more than 60 unique F-Series offerings with the most powerful Ford truck ever – the 450-horsepower 2008 Ford F-150 Harley-Davidson™ 105 th Anniversary edition that celebrates the humble beginnings of the famed automaker and motorcycle producer in 1903.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 260,000 employees and about 100 plants worldwide, the company's core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.fordvehicles.com.
About the Kellogg Company
With 2006 sales of almost $11 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, fruit snacks, cereal bars, frozen waffles, and veggie foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's Web site at www.kelloggcompany.com.