2005 :: Kelloggs 'Revenge of the Sith' Promotions

The Kellogg company has a longstanding, international relationship with the Star Wars genre. In New Zealand, this dates back to their 'Return of the Jedi' promotional stickers and competition. In 2005, associated with the release of Episode 3: Revenge of the Sith, the Kellogg's Star Wars branded product and included collectibles are so numerous, it pays to take a systematic approach in order to get a comprehensive overview. 11 different cereal packages were released - they progressively made there way on to supermarket shelved over a period of a number of weeks: 415g Mini-Wheats, 2 sizes of Sultana Bran (500g and 880g), 2 sizes of Coco Pops (450g and 785g), 430g Frosties, 2 flavours of Crispix (340g cocoa flavour, and 310g honey flavour), 340g Froot Loops, and 2 sizes of Rice Bubbles (300g and 530g). 7 of the 11 cereal boxes had a collection of cut-out Jedi Mind Game cards on the back; the exceptions were the largest sizes of Rice Bubbles and Sultana Bran, which each had a 1 in 3 chance of finding a battery operated "lightsaber spoon" packaged inside, and Crispix, the two flavours of which contained collectible stickers. The remainder of the collectible stickers, portraying Episode 3 characters on a clean, white background (all from standard promotional images) could be found in boxes of Muesli bars (Choc Malt, Choc Vanilla Malt, and Choc Honeycomb) and LCM bars (Coco Pops Kaleidos, Rice Bubbles Choc Chip, Rice Bubbles, and Corn Flakes Honey). All of the sticker-bearing products also have, on the rear of their packaging, a puzzle, game, or Star Wars-related brain-teaser.

New Zealand imports its Kellogg cereals from manufacturing facilities in Australia - has done so, in fact, since 1929. Consequently, the packaging, and promotions such as this 'Revenge of the Sith' campaign, are shared in both countries. Although 'made in Australia', all Kellogg packaging in New Zealand bears the contact details of Consumer Services for our side of the Tasman.