Kellogg, Microsoft Team Up

With an eye toward putting a byte in breakfast, Microsoft Corp. and Kellogg Co. are joining together for an estimated $20 million holiday promotion that links 16 ready-to-eat cereals with at least as many similarly targeted CD-ROM titles from Microsoft.
The promotion, which offers on-pack rebates and purchase-with-purchase offers, will be touted via TV ads that break this week as well as freestanding inserts and in-store efforts.
A series of 10- and 15-second tags for existing spots plus two 30-second TV ads dedicated to the promotion were created by Kellogg agency Leo Burnett, Chicago.