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General Mills Looks to Connect with Baby Boomers

The Baltimore Examiner, 10/13/09

Abstract:

At least one mainstream manufacturer is trying to get the attention of baby boomers ... General Mills, maker of a variety of products from Cheerios to Green Giant to Betty Crocker.

The food products giant is teaming up with Yahoo to reach Boomers. The campaign is called "Vitality" with the tag line "Better Yourself. Better Your Life". It can be seen on both Yahoo News, particularly health news, and Yahoo Brain Games.

The online games include word search, mahjongg and others.

Ads for General Mills products -- such as FiberOne -- accompany the content, and the promotion will run through May.

A General Mills marketing director told MediaPost that the company just can't ignore the fact that come next year more than half of the U.S. population will be older than 45.

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