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A Cinnamon Toast Crunch drive thru is a real thing that will exist

All-marshmallow cereal, milkshakes, a drive thru ... what's General Mills' marketing up to?

We've got some fun news, and some less fun news.

First the fun: A Cinnamon Toast Crunch drive thru is a thing that will exist. You'll be able to pull up in your car and order one of three snack dishes, made by celebrity chef Jeff Mauro.

The less fun news: Unless you've got a trip to the Grand Canyon scheduled this weekend, you won't be able to go.

The drive thru is only popping up Friday and Saturday near the South Rim entrance of the national destination. Here are the three menu items.

  • Cinnamon French Toast Crunch – French toast stuffed with Cinnamon Toast Crunch, bacon and bananas.
  • Cinnamon Toast Crunch-crusted fried PB&J – A peanut butter, bananas, and strawberry jam sandwich, coated in the cereal and pan fried.
  • Cinnamon Toast Crunch road mix – A trail mix with smoked almonds, white chocolate chips, pretzels and cranberries. And Cinnamon Toast Crunch of course.

The drive thru will apparently be shaped like an enormous box of cereal.

General Mills (which makes Cinnamon Toast Crunch and employs more than 4,600 people in Minnesota) will also be pushing the campaign on social media with #crazycarcam.

'Experience' advertising

General Mills seems to be leaning into creative/goofy/memorable marketing events recently.

There were those 10,000 boxes of marshmallow-only Lucky Charms (which we spent two hours counting to make this awesome timelapse video for you). And then Burger King will have Lucky Charms milkshakes as a menu item this summer.

Those campaigns and the drive thru could arguably fit into "experience" advertising. So instead of traditional ads that promote having something (which one Forbes contributor pointed out young people hate), experience-based ads are about doing something.

AdAge says this type of promotion resonates much better with millennials, and also does well with older adults too.

"Advertisers are thinking beyond channels like TV or outdoor or online, and starting to focus on how to create moments of enjoyment for their customers," the AdAge story says.

And here's what Greta Hanson, a marketing manager for General Mills, said in the drive thru announcement.

"General Mills is always working on bringing cereal lovers fun, new ways to enjoy their cereal."

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