The Big G line of cereals from General Mills are now coming with a treat inside the box — a DC Comic. According to a report in the New York Times, the custom editions of DC’s Justice League can be found in cereals such as Cinnamon Toast Crunch, Golden Grahams, Honey Nut Cheerios, Lucky Charms, and Trix.
Although the treat is designed for consumers, it’s certainly one for the printer who printed it, too — all 12 million copies worth.
Although this was clearly an offset job, what’s interesting to me is how, through a huge media buy, a major consumer company like General Mills is condoning the use of print as an effective marketing medium.
It also raises the potential to use high-speed inkjet to produce personalized copies of comic books and other “in the box” prizes on demand. Imagine your child’s face (or your own) in those comics instead of Aquaman, Batman, and the Green Lantern. We’re already seeing it on the front of Wheaties boxes. Why not the comics inside?
We hear a lot of complaints about the decline of print, but we’re seeing a lot of innovative uses for it, too. Not everything has a digital replacement, and in the statement General Mills has clearly made with its own pocketbook, print still clearly carries power and influence that major marketers recognize . . . and are willing to pay for.