Cinnamon Toast Crunch is Hitting the Road

We all know cereal sales have slumped. People are just not shopping the cereal aisle of the grocery store. So, what does a cereal company do? Go to the consumer.

General Mills announced today that they will be going on a road trip this summer with a portable Drive Thru promoting Cinnamon Toast Crunch, currently their brand getting the most creative marketing campaigns. This pop up pit stop is targeted to people on road trips, with the first one showing up this weekend at the Grand Canyon. Travellers can sample the cereal, which will include special recipe concoctions. While their press release does not explicitly say so, it sounds like we could see the big cereal box and milk carton in other prominent tourist locations across the U.S. over the next two months.

Again, General Mills has been doing some fun marketing with Cinnamon Toast Crunch, including a selfie spoon offer, among other things. While limited in scope and actual reach, campaigns like this can contribute to a greater brand profile and buzz. Interestingly, General Mills' European partner, Nestle, has also been experimenting with pop-up promotions in malls in Ireland.

So, watch for this new Drive Thru coming to a tourist trap near you this summer. Where would you like to see one?