Tasty Promo Partnership for DreamWorks1 Jul, 2002 By: Hive News
DreamWorks and consumer food products giant General Mills have formed a strategic worldwide promotional partnership, the companies announced today,
The multiple-picture relationship will span several theatrical animated releases and home videos, including Sinbad: Legend of the Seven Seas and the highly anticipated sequel, Shrek 2. Promotional programs will be created for numerous food product categories.
"General Mills is highly skilled at executing promotional activities that engage and entertain their consumers," said Brad Globe, head of DreamWorks Consumer Products division. "They have set the standard in the industry with their ability to leverage entertainment content and enhance their promotional programs. We look forward to working with General Mills to extend our entertainment beyond the theater."
The alliance will fully integrate DreamWorks movie properties with General Mills' top brands, creating promotions at retail. The partnership also will let the companies create unique, account-specific programs and product offerings for retailers worldwide.
"This is a great partnership between the companies," said Brian Peters, manager Promotion Marketing, Kid Cereals at General Mills. "It will help the new, larger General Mills bring excitement to our products, consumers and retailers."
Marketing efforts will include television and print advertising; on-pack branding on hundreds of millions of products and in-store support.
"We see this as a great start to a mutually beneficial and long-term partnership between General Mills and DreamWorks," said Ann Carr, director of General Mills Promotion Marketing Organization, "one that will bring promotional excitement to our products and consumers. We think DreamWorks has a great pipeline of quality kid and all-family movies for the next several years and we are excited to be a part of this."