• PROMO Magazine, Thursday, March 2, 2006 11:30 AM

Like many other major marketers, General Mills is using new-media forms rather than traditional media to target consumers. In one instance, the food marketer has created a Web site for its Yoplait yogurt brand that follows the progress of six women dubbed the "So Good Girls" as they lose weight and adopt a healthier lifestyle. Yoplait's dedicated site, SoGoodGirls.com, has profiles and a weekly diary from each woman, in print and video, as well as video chats among the women. Consumers can submit their weight-management stories to be published on the site, and ask advice of fitness expert Nancy Kennedy, the Self magazine fitness trainer who designed the diet and exercise program for the six So Good Girls. In the other example, the company is preparing a series of podcasts supporting the Pillsbury Bake-Off, in which 100 finalists will compete later this month.

Read the whole story at PROMO Magazine »