Post puts the prize back in cereal

Remember the days when cereal boxes had toys in the bottom? 

Remember the days when cereal boxes had toys in the bottom? Likely not, but it happened. Enter the 2010 version of that “prize in every box” strategy from Post Cereals Canada, and it’s digital.
The “Flip the Flap” instant-win promotion runs nationally from March to the end of July inside more than 2.6 million boxes of Post cereal, across all brands from Alpha-Bits to Shreddies. Once the flap is flipped, contestants can enter the unique PIN code online at
Every box is a winner, from free music downloads from digital music services provider/promotion partner Puretracks’ library of over two million songs to one of 200 Flip Ultra Camcorders, three LCD TVs or three Transat Holidays all-inclusive family vacations to Cuba.
“We wanted to provide value in every box,” says Jennifer Dumoulin, director of marketing for Post Foods Canada Corp.
The promotion is set to run until the end of July, with the intention of repeating it next year with a refreshed prize offering. Developed by Toronto-based Armstrong Partnership, it’s being promoted online at, on pack, in stores and through weekly fliers.