Forget no-assembly-required toy whistles and Dinky cars: classic cereals don’t want to have fun anymore. Currently enjoying prime placement in the local Canadian grocery aisle, boxes of Special K include not only cereal from the eccentric Dr. Kellogg (whose sanitarium in Michigan made for a tepid film), but also one of three 30-minute instructional Stott Pilates DVDs by Toronto’s own stretch and tone guru Moira Merrithew (née Stott). The promotional blitz is an endless loop of TV commercials starring cerealspokesmodel Cindy Crawford, buying groceries (just like regular mortals!) and officially anointing Canada as the new Japan of foreign celebrity commercials. Can Adam Brody expounding the glories of the Royal Canadian Mint be far off?
The promotion is also timed just as the 90s supermodel begins phase two of her comeback, after sporting big hair on last month’s FASHION cover and as the current British Vogue cover girl. Next, inevitably, is the launch Crawford’s skin care line Meaningful Beauty, in collaboration with direct marketing titan Guthy Renker. It’s a fitting end to the day: snap-crackle-crunching one’s six-pack, then munching flakes while surfing flaky late-night infomercials.
