The promotion is collectible with 3 different childrens books by popular author Roald Dahl. This promotion runs accross multiple Nestle cereal brands including Shreddies.
Books are a wonderful promotional product mechanism since they are used by adults and children. They are used over and over again and have a very high perceived value.
The phrase “Courtesy of Nestle Cereals.
Not for Resale” on the cover so people will not forget where the promotion has come from.
Nestle is also running a promotional campaign whereby children and parents collect tokens on each box. These are given to schools who can redeem for books – this really gets community involvement behind the Nestle brand.