Ford Turns to Old-School-Style Promotion

DEARBORN, Mich.

This is not the first time that Ford has turned to Tony the Tiger to help sell cars. When something works, it makes sense to repeat it. Starting Labor Day weekend, the Dearborn automaker will begin a new promotional effort for the Ford Edge, F-150 and Mustang with partners Kellogg's, Hot Wheels and Target stores.

The vehicles will be featured on cereal boxes with collector cards stashed inside specially marked boxes. The cards are inside Ford-marked boxes of Kellogg's Froot Loops, Apple Jacks, Frosted Flakes, Cocoa Krispies, Corn Pops and the latest Kellogg's cereal, "Hot Wheels."

Consumers who collect the correct combination of cards can win a vehicle. Ford said the F-150 will go to the person who collects one each of the red, black and silver Ford F-150 cards. The Ford Edge winner will be the one who collects one each of the red, blue and rust Edge cards. The Mustang will be awarded to the person who collects the red, silver and orange Mustang cards. "While some of the cards are numerous, others are rare," the automaker said.

Ford noted that Americans spend more than $7.5 billion a year on cereal.