The Sugar Crisp Sugar Bear Takes Swagger Lessons from Canadians

TORONTO, ONTARIO--(Marketwired - Sept. 30, 2013) - Sugar Crisp, the iconic cereal from Post Foods Canada Inc., showcases what cool, confident and fun looks and sounds like. On October 7, a nationwide campaign gets underway that brings the charming Sugar Bear back to life online and on university and college campuses.

Sugar Bear reemerges with the launch of the Sugar Bear Bot, a wall mounted, talking, moving robotic version of himself, which 100 Canadians will soon have the chance to win in the "Sugar Bear Something Sweet" contest. The "Can't Get Enough of that Sugar Crisp" jingle is synonymous with Sugar Bear and, starting October 7, Canadians can go to www.sugarcrisp.ca where they'll be able to submit their own sweet phrase for a chance to win one of 100 custom Sugar Bear Bots, programmed to deliver the winning phrases along with the iconic jingle. Winners will be selected on a weekly basis and the full list will be announced after the contest closes on November 15. In addition, more than 1,500 instant prizes are up for grabs for submitting an entry.

"Since 1949, Sugar Bear has remained an icon of cool that Canadians have always connected to," said Amy Bernstein, Product Manager for Sugar Crisp. "We wanted to create a fun opportunity for Sugar Bear to share his personality and engage fans in the real world and online."

Sugar Crisp is planning a special, one-week only experience to launch the Sugar Bear Bot campaign. From September 30 at 12 p.m. EST to October 7, Sugar Bear fans will be able to Tweet at the Sugar Bear Bot connected to a live web cam. Canadians can Tweet at (@sugarcrisp) to have the Sugar Bear Bot read their sweet Tweet.

Finally, starting October 7, participating college and university campuses across the country will get a visit from Sugar Bear's decked out food truck, complete with a custom Sugar Bear den. Here, students will get to connect with the bear, try his favourite cereal, Sugar Crisp, and learn more about how to enter for a chance to win their own Sugar Bear Bot and other great prizes.

Sugar Bear has been synonymous with Sugar Crisp cereal since it launched almost 65 years ago. Post Foods Canada Inc. will reconnect Sugar Bear with fans who fondly remember him with the integration of the animatronic Sugar Bear Bot into a live interactive consumer campaign. The end result is a product that links digital lives to physical ones in a fun and engaging way.

For more information about the Sugar Crisp Sugar Bear campaign, please visit www.sugarcrisp.ca or @sugarcrisp on Twitter.

About Post Foods Canada Inc.:

Post Foods Canada Inc. is the manufacturer of iconic ready-to-eat cereal brands including SugarCrisp, Shreddies, Honeycomb, Alpha-Bits, Shredded Wheat, Great Grains, Honey Bunches of Oats and other great tasting cereals. For more information, please visit www.postfoods.ca.