General Mills Licensing Division
Situation:
Although its brands are some of the best known in the world, General Mills
was interested in expanding and increasing awareness of its trademark licensing
division among potential licensees, manufacturers and consumers.
RMS Public Relations’ challenge was to help potential licensees
better understand how to harness the power of the General Mills brand
and create
mutually beneficial relationships.
Strategies:
To achieve these goals, RMSPR developed a comprehensive media relations program.
The program identified and targeted multiple audiences: product manufacturers
in all existing and potential licensing categories, the licensing industry,
distribution outlets and others.
Additionally, RMSPR proposed creating a quarterly licensee newsletter. The
newsletter would help licensees understand how the licensing program was
strategically adding partners in relevant categories. Through newsletter
stories, they could also learn what types of promotions other licensees were
creating and discover ways they might partner and work together.
Results:
General Mills Trademark licensing has more than tripled its licensing
partners in less than 12 months. Extensive coverage in key media was
generated as
a result of the media relations programs, including these placements:
- HFN
- Homeworld Business
- Kitchen News
- License!
- Playthings
- Progressive Grocer
- Promo
- Retail Merchandiser
- The Licensing Book
- The Toy Book
