"With this promotion we have introduced the new and unique concept of limited edition theme-based food, where the shape of the product - in this case Kellogg's Chocos flakes - has gone from a scoop to web shape," said K Venkatachalam, managing director of Kellogg's India of the Chocos Spiderman 2 Cereal launch.
The company is looking to capitalise on the movie mania to drive consumption of Chocos with kids. The promotion is part of a global association between Kellogg's and the season's hottest movie.
The partnership with Spiderman 2 is being leveraged across the US through local promotions and products. India is one of few countries in the world where the specially 'web-designed cereal' has been introduced for a limited period.
To capitalise on the association, Kellogg's is also giving specially designed Spidey-Signals (which project web or spider-shaped images) with the limited edition pack, and Spidey Water Squirters with every pack of Kellogg's Chocos, Chocos Planets & Stars and Corn Flakes in India. Each pack also entitles the consumers to a 20 per cent discount on the Spider-man movie DVD/VCDs through on-pack coupons.
"Our aim is to bring the Spiderman adventure through Chocos to kids across India," said Venkatachalam. "Linking Chocos with Spiderman was an obvious extension for us, thereby providing our consumers with the complete adventure experience."