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Kraft
 Kraft Canada & CanWest teamed up to leverage Krafts licensing rights to Survivor for 05.
Millions of cereal boxes were branded with Survivor and Global logos. Viewers were invited to collect a unique PIN number in each box and enter to win 1 of 6 Survivor location dream vacations. Winners were announced in Survivor over 6 weeks.
Supporting media included TV, in-store and online materials.
Response and awareness levels were very high and the co-branding was found to be effective.
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