• Brandweek, Tuesday, August 1, 2006 1 PM

Automaker Ford's ailing Fusion model is getting a marketing boost from two of the nation's biggest brands--cereal marketer Kellogg's and giant retailer Target. Beginning this week, consumers will find toy models of the Fusion inside boxes of Kellogg's Froot Loops, Apple Jacks, Frosted Flakes, and Cocoa Krispies sold at Target stores. The gifts will be promoted by Target in Sunday weekly print ads and through point-of-purchase advertising, including stand-ups. The deal is said to be a coincidental, win-win situation for all parties. "Fusion wanted some brand awareness, and Target was looking for a way to beef up cereal sales," a Ford rep says. "We had some models of the Fusion through Mattel that we had for other promotions. And all the stars aligned." The Fusion is equipped with a gas-efficient engine, but has fared poorly in a segment that includes the Toyota Camry and the Honda Accord. It sold just over 71,000 units the first six months of this year, compared with Camry's 211,000.

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