MGM's hair-friendly women empowerment film Legally Blonde has brought Clairol and Clinique aboard for promotions focusing on star Reese Witherspoon's youngish appeal and fabulous mane to the tune of $6 million in partner activity.

"Reese has beautiful hair and it's all about the hair for Clairol," said Mary Goss Robino, MGM svp-worldwide promotions. "It's not a forced fit."

Opening July 13, the girl-meets-law-school comedy will see Clairol spend about $3.5 million in magazine tie-in advertisements, retail and in-theater signage plus direct mail and online support for Herbal Essences, its new herbal hair care product.

Clinique will support Legally at about 100 retail locations' make-up counters with special in-store events, Goss Robino said, plus some print ads, online and direct mail support. Girl-driven niche retailer XOXO and the E! cable channel are offering separate sweepstakes trips to the film's Los Angeles premiere. Clairol, Clinique and OPI nail polish all have product placement as well.

Goss Robino said MGM will run advance screenings in the top 50 markets, with mall promotions including fashion shows. "All the partners fit how we're supporting the film--13-to-34 with an emphasis on girls and young women," she said.


General Mills' Cheerios this week begins a spring promotion of the board game based on ABC's Who Wants To Be A Millionaire?, with some 10 million cereal boxes and snack packs rebranding the game as an evergreen, even as the show begins to suffer some viewer drop-off.

"There's Wheel of Fortune product out there that still does well," said David Shapiro, vp-marketing at Pressman Toy, which has sold about 3 million kids and adult Millionaire board games combined, with a second edition due this fall.

Double-sided cards with game questions will be found this month in 800,000 twin-pack cereal boxes; in May, cards will hit eight million boxes of various Cheerios brands, with more game cards slated for June in 1.6 million variety fruit snack packs. All packaging will carry splash banners, Shapiro said.

Participating are Big G brands including Cocoa Puffs, Trix, Berry Berry Kix, Cheerios, Honey Nut Cheerios, Frosted Cheerios, Apple Cinnamon Cheerios, Cinnamon Toast Crunch, Golden Grahams, Multigrain Cheerios, plus Fruit Roll-Ups, Fruit by the Foot and Gushers.

Cheerios brass provided few specifics, but Shapiro said the company approached Pressman about a spring promotion. "I pretty much directed them to Millionaire," he said.

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