The comic book, a sixteen-page story created exclusively for Kellogg's, will be offered free-in-mail with one proof-of-purchase from specially marked boxes of Apple Jacks (Registered) The cover of the Star Wars comic book will be displayed on the back of the cereal boxes, while the fronts of the boxes will carry logos for both Dark Horse Comics and Star Wars. That promotion will be carried on the 15.1 oz. and 19 oz. sizes of Apple Jacks (Registered).
At the same time, the 11 oz. box of Apple Jacks will have a special Star Wars: Droids comic strip on the back panel. Between the two promotions, the boxes alone will make well over 12.5 million consumer impressions.
Kellogg's has coordinated an extensive advertising campaign in support of the promotion, incorporating national television advertising and Sunday newspaper coupon supplements. Ads for the promotion will also run in various Star Wars comics throughout the four-month period. All told, this campaign is targeted at more than 110 million impressions.
The big news for comics stores is that both the cereal boxes and the free-in-mail comic books will contain promotional copy that directs consumers to the comic-book section of their local telephone directory for further adventures of their favorite Star Wars characters. All told, this should create more than 13 million impressions to support the Dark Horse Star Wars comics line!