Nov 14, 2017 • By

Star Wars promotion reveals your destiny

Unless you’ve been living in another galaxy, you’re probably aware that there’s a new Star Wars movie coming to theaters December 15.

Star Wars: The Last Jedi is the second movie in the latest trilogy. And we’re once again playing a part of the excitement in the movie franchise, by bringing it to breakfast and snack time through our longstanding relationship with Disney and Lucasfilm.

“Over the years, we’ve had an incredible relationship with Lucasfilm that continues to evolve based the themes within each film,” says Kelley Walhof, an assistant marketing communications manager at General Mills. “Our latest collaboration involves many of your favorite General Mills foods.”


Specially marked packaging for Big G Cereals, Chex Mix and Go-GURT bring the Star Wars movie action to the U.S. grocery aisle – and to your smartphone.

General Mills partnered with Lucasfilm to bring an engaging, one-of-a-kind experience to food lovers and movie fans via the official Star Wars app.


“We’re helping people uncover which side of the Force they are on, revealing their true Star Wars destiny,” says Kristin Merchant, a senior marketing communications planner at General Mills. “By simply scanning a participating package within the ‘Explore the Force’ module, fans will journey through various activities to discover their fates.”

Star-Wars-App-DirectionsThe app experience is complete with a personality quiz leading to a filter where you can snap a selfie to learn if you’ll team with the Resistance to fight for the light side of the Force, or be pulled to the dark side and join the First Order.

“Technology has completely changed the way we can interact with people, and it’s allowed us to bring shoppers even closer what they love through immersive experiences,” Merchant says.

While the app is a cool innovation, the fate revelations go beyond the smartphone.

Specially marked boxes of Cheerios, Honey Nut Cheerios, Reese’s Peanut Butter Puffs, Cookie Crisp and Cinnamon Toast Crunch include one of six color-changing Star Wars character spoons. The color changes once the spoon is dipped into a bowl of cold milk and cereal.


Go-GURT, too, is going all out for Star Wars. In addition to featuring one of 10 Star Wars characters on packaging, coded clues and a clear window on the yogurt tubes reveal the symbol of the snackers’ destiny after all the Go-GURT is gone.


“From eating breakfast with their favorite character spoon to finding out which side of the Force they best align with, we’re giving people of all ages various opportunities to interact with our brands and the beloved Star Wars franchise in a fun new way,” explains Merchant. “Our shoppers know that we celebrate Star Wars in a big way at General Mills, and our marketing team loves the challenge of finding innovative ways to promote our longstanding relationship.”

General Mills has been a part of Star Wars since the beginning in 1977. Kenner, our toy division at the time, produced action figures. We’ve had numerous Star Wars promotions in and on our packaging since.


“General Mills continues to be a tried and true collaborator with us and the Star Wars franchise,” says Don Gross, VP Global Marketing Partnerships & Promotions at Disney. “From iconic, collectable packaging, to in-box toys, fans of all ages recognize our heritage collaborations and look forward to seeing what we can come up with next that will allow them to bring home a piece of the action.”

Learn more about Star Wars: The Last Jedi at

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