General Mills is encouraging people to play Tic-Tac-Toe games using the cereal as game pieces. Four games will be available on 20-ounce collector's packages as detachable panels on the backs of boxes. The signature cereal bowl on the front of the box is taking a temporary vacation while a large purple Tic-Tac-Toe grid graces the box.
The idea so excited the folks at General Mills that they pulled the project together in three months, near-record speed for the cereal industry. The company modified its Lucky Charms machinery to make the X's.
Network and cable TV ads break mid-July created by Saatchi & Saatchi Advertising, N.Y.
Copyright Adweek L.P. (1993)