Breakfast cereals giant Kellogg Corporation has linked with apparel marketer Joe Boxer to promote its Raisin Bran Crunch brand.
The on-pack offer targeting young adults is to feature on seven million product boxes. It will offer a pair of Raisin Bran-branded Joe Boxer shorts for $5.99 plus proofs of purchase.
It is understood that the promo will stand alone without advertising support from Kellogg's agency of record, J Walter Thompson.
News source: Advertising Age - Daily Deadline