When launching Cereal Straws, Kellogg’s latest kid-focused breakfast innovation, the brand asked PromoWorks to develop an experiential mobile tour designed to drive trial of this new fun product. Reaching high volumes of children with their parents both in and out of store was our key objective. The "Dip! Sip! Munch! Tour" took festivals by storm. Mobile samplers with branded backpack milk dispensers roamed the streets, parks, and beaches engaging consumers and generating over five million impressions.