Polygram, Kellog launch promo plan

Will sell compilation CD's on back of cereal boxes

Dubbing it one of the industry’s “largest national music promotions,” PolyMedia has teamed with Kellogg to sell compilation discs on the backs of cereal boxes.

PolyMedia, an arm of Polygram Group Distribution responsible for developing and marketing music compilations and special projects, will back the disc offer with an aggressive slate of print and TV ads, as well as 55 million Sunday newspaper inserts. PGD is the distributor of albums from labels within the Polygram family.

Conglom execs assert the massive on-pack offering will create more than 1 billion consumer impressions. Every compilation will also contain a bounce-back card directing consumers to their local music retailer with the goal that the promotion will spur consumers to purchase full-length albums of the featured artists.

“We have created the largest music promotion ever involving a music company, a nonmusic company and the music retail community,” said John Esposito, senior veep of PolyMedia.

Other congloms, such as BMG and EMI, have offered similarly designed compilation promotions designed to encourage consumers to visit their local record store.

EMI miffed record retailers in 1995 when it teamed with McDonald’s to offer albums with the purchase of a sandwich. Chain execs claimed the promotion didn’t encourage retail foot traffic, as EMI execs suggested it would, and by selling discs at under $5 it devalued full-length CDs that typically sell for $16.98.

PolyMedia’s extensive marketing campaign, which will run from Jan. 1 to March 31, also includes the giving away of more than 1.2 million CD singles to consumers making a qualifying purchase.

The Kellogg mail-in offers will appear on 90 million cereal boxes across 12 brands and allow consumers to purchase up to four music compilations boasting a diverse contingent of artists. Each CD will cost $4.99, with cassettes carrying a $3.99 pricetag.

The eight-song compilations will tap an array of musical genres: pop, featuring such acts as Boyz II Men, Bryan Adams and Amy Grant; country, with Terri Clark, John Anderson and Billy Ray Cyrus; and classic rock with the Allman Brothers, the Moody Blues, Eric Clapton and Styx, among others.

Each collection boasts the original cover art off the full-length albums from which the songs are selected, as well as complete track listings.

The Second Harvest charity will also benefit from the promotion. Kellogg will donate 5¢ from the sale of each compact disc or cassette to the charity.

Since 1985, Kellogg has helped feed the hungry by providing its cereal through food donations and cash contributions to Second Harvest, America’s largest domestic hunger-relief charity. Kellogg has donated more than 80 million pounds of food to the org.

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