Hot News: Cream Of Wheat Partners With Cinnabon
Cream of Wheat is bringing the smells and tastes of Cinnabon home, with the release today of a co-branded version of the hot cereal.
"We've been looking for new opportunities to bring new and exciting things to breakfast," Jordan Greenberg, vice president of marketing at Cream of Wheat parent B&G Foods, tells Marketing Daily. "When we spoke to consumers, the Cinnabon flavor profile ranks very, very high."
The Cinnabon-flavored hot cereal marks the first time that Cream of Wheat has added another company's flavor profile to its signature hot cereal. (The company has previously had a licensing agreement with Nickelodeon's SpongeBob Squarepants character, but that didn't involve a specific flavor profile.) Although Cream of Wheat offers a "Cinnamon Swirl" flavor, the new product incorporates Cinnabon's cinnamon flavor, as well as the frosting used on its signature pastries.
"We're using the same cinnamon [blend] that they use in the rolls," Greenberg says. While Cinnabon has a branded cold cereal in the market, the hot cereal provides more of the overall "Cinnabon experience," he says.
"It gives off the smell of a Cinnabon," he says. "It's an exciting opportunity for them to get to a new audience with a new product and a hot cereal."
The company will promote the product with newspaper inserts and advertising, as well as handing out samples in markets where the company has significant product distribution, including New York City.
"The sampling is the most important part of it because it's a product that once you smell it and once you taste it, you're going to fall in love with the product," Greenberg says. "We're trying to forward it out to as many people as possible."
The company will also employ social networking to promote the product, blasting out free sample coupons and offers through its Facebook page and Twitter feeds -- a tactic the company used for its Healthy Grain product launch last year, Greenberg says.
"It's a good medium to get the word out to people and let them know that there's a new product on the shelf," Greenberg says.
0 comments on "Hot News: Cream Of Wheat Partners With Cinnabon ".
Leave a Comment
Recent Marketing Daily Articles
-
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ... -
Microsoft Unveils Xbox One May 21, 2:34 p.m.
For a presentation that was obstensibly about a new gaming console, Microsoft’s unveiling of its next-generation ... -
Telematics Ecosystem Booming, But Caution Advised May 21, 2:05 p.m.
The head of marketing for, say, Starbucks, is probably thinking about cars. Specifically, how to go ... -
Sony Touts Ultra High-Definition TVs May 21, 12:19 p.m.
We’ve been through the HDTV era and the 3DTV era -- now get ready for the ... -
Destination XL's Pixelated Privates Cause Controversy May 21, 11:03 a.m.
Specialty retailer Destination XL is Super Sizing itself, and not everyone is comfortable with its frank ... -
Skyy Launches 'Be Part Of The Art' May 21, 5:57 a.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ... -
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ...
For more information and to sign up to receive a free sample of Cream of Wheat Cinnabon visit www.creamofwheat.com/cinnabon.