General Mills Canada contacted our team to help them maximize their sponsorship efforts for the 2010 Winter Olympics held in Vancouver. They had managed a contract with the women's and men's hockey teams.
I suggested a promotional idea that included having every athlete's signature be reproduced on a series of t-shirt designs. Each being promoted via cereal boxes.
The Hudson's Bay Company was onboard for production and fulfillment.
The program was so successful that HBC had to ramp up it's production to meet demand. And, when both team's won Gold for Canada, the orders for t-shirts tripled.
This project resulted in similar programs being created at General Mills. We created items like Lucky Charms beach towels and a series of toques for winter.