Let’s take a trip down memory lane when we used to open the cereal box and find cool prizes inside as a kid. These were the simple, yet exciting joys we experienced as little ones. An advocacy group in Canada took the entire opposite approach and
gave people chills when they opened their cereal boxes.
Targeting college students to promote the dangers of drunk driving, the group gave out free boxes of cereal on campus. The catch is that instead of cute little prizes, students received wrecked cars seemingly from accident scenes.
It can take up to 12 hours after your last drink for your blood alcohol level to reach zero. Although some people think they’ve slept off the side effects, you can still wake up with alcohol in your system. That’s why the campaign was targeted to breakfast time. This leaves a lasting impression with the students and brings awareness to the cause as well as the cereal brand. Partnering with other brands is a great way to get a message to students. Coupling that with free giveaways is a great way to harness the attention of this group.