Cinnamon Toast Crunch Introduce The Selfie Spoon

Breakfast may be the most important meal of the day, but it shouldn’t stand in the way of taking a daily selfie.

In a wacky marketing move, General MillsCinnamon Toast Crunch and agency McCann have invented a “selfie spoon,” which is exactly what it sounds like—a purple spoon attached to a 30-inch selfie stick.

The idea capitalizes on the craze that’s taken over social media. “Everyone loves a bowl of Cinnamon Toast Crunch, but if you don’t post it on social media, did it really happen?” asks a video ad for the campaign.

selfie-stick-spoon-hed-2015Cinnamon Toast Crunch is giving out 1,000 spoons over 10 days as part of its “Cinnamilk” campaign. So far, about 530 have been sent out, per a rep for the brand.

The gimmick is free, but consumers pay for shipping and handling.

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