Nestle has embarked on another marketing strategy, this time aimed at improving children’s reading abilities.
The company is encouraging children to read by including books in specially marked packets of Cheerios.
Each packet will include one of three adventure-packed short stories adapted from the film The Golden Compass.
Packs of Nesquik will also carry Golden Compass adventure devices to help children bring their own adventures to life.
Golden Compass books will be available with the purchase of specially marked packs of Cheerios from 11th November, 2007.
The promotion will last through January 2008.