Cheerios® to Go
Brand managers at General Mills recognized that Cheerios® cereal had become a favorite take-along snack and finger-food for tots and toddlers. Hoping to make it easier to enjoy Cheerios outside the home, they looked for an easier way to package Cheerios for younger travelers, while providing loyal purchasers with a value-added premium.

The solution developed with Milmour was a "Cheerios-to-Go" container, a handy, convenient, fun-to-use, durable plastic container that met FDA regulations. Working closely with the client, Milmour designed and produced the product in less than 12 weeks. One of the most successful promotions in Cheerios history, this premium had several times the response of most mail-in premiums. From its first announcement on a side panel of the Cheerios' box, this premium met loyal customers' needs with a convenient, carry-along container for a healthy snack food. Its unique and easily identifiable Cheerios look was immediately appealing to consumers. As the response was larger than originally expected, packaging was redesigned, positioning the premium offer more prominently on the back panel. Magazine ads further announced this popular premium.

Milmour National Sales Manager Kevin Hess noted that: "The Cheerios premium worked because it gave our client what they needed: an attractive, low-cost custom premium that extends the brand's use while providing the consumer with a quick and conveinient way to transport Cheerios."

Milmour president Scott Fohram notes that: "Giving people value for their dollar is what we are all about. We find ways to help our customers convert their marketing objectives into effective, cost-efficient promotions."

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