Post Cereal

Kraft Canada puts CDs on packages of Post adult cereals. Three different CDs mix classical music with nature sounds, then adds video and flash animation touting the 12 participating brands. Links lead listeners to ongoing marketing efforts, including Kraft’s What’s Cooking magazine (listeners can get five free issues) and a chance to sign up for recipes via e-mail.

It’s an innocuous music CD, but it pulls together lots of different marketing activities. Packaging is in English and French; the CD asks users’ language preference, then gives links in that language.