Post Foods to Give Away Music, High-Value Electronics and Vacations in Nationwide “Flip the Flap” Promotion

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Post Foods Canada Corp. is giving consumers the chance to win music downloads, high-value electronics, and all-inclusive family vacations through Flip the Flap, a nationwide on-pack cereal promotion that features a winning PIN code in every box. All PIN codes are winners, with the vast majority good for a free music download from Puretracks, a leading North American digital music services provider.

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Post Cereals Canada Corp. has teamed with Puretracks, a North American Digital Music Services Provider, on Flip the Flap, a nationwide on-pack promotion.

The Flip the Flap promotion, which runs through July 31, 2010, includes all Post cereal brands in Canada. It is being delivered through unique PIN codes printed inside more than 2.6 million boxes of cereal.

Post Foods Canada Corp. is giving consumers the chance to win music downloads, high-value electronics, and all-inclusive family vacations through Flip the Flap, a nationwide on-pack cereal promotion that features a winning PIN code in every box.

The Flip the Flap promotion, which runs through July 31, 2010, includes all Post cereal brands in Canada. It is being delivered through unique PIN codes printed inside more than 2.6 million boxes of cereal. All PIN codes are winners, with the vast majority good for a free music download from Puretracks, a North American digital music services provider. To find out what they are eligible to win, consumers need only to log onto the contest web site, register, and enter the PIN code found inside the box. The prize will be displayed on the screen instantly, and can be claimed by answering a skill-testing question. Along with the music downloads, Post Foods is offering consumers the chance to win 200 Flip UltraTM Camcorders, three LCD TVs, and three Transat Holidays all-inclusive family vacations to a Barceló Hotel and Resort in Cuba.

“We’re excited about this promotion because it enables us to interact directly with our customers through a fun, engaging contest that rewards them with high-value prizes,” notes Jennifer Dumoulin, Director of Marketing for Post Foods Canada Corp.

“It was important to us to provide a strong value proposition for our consumers and give everyone a chance to win,” she adds. “By offering music downloads from Puretracks as the base prize, we can give our consumers their choice from more than 2 million songs—ensuring something for every taste.”

Post’s Flip the Flap promotion comes on the heels of a newly released IFPI 2010 Digital Music Report, which finds that digital music consumption is at an all-time high. According to the report, global digital music revenues reached US $4.2 billion, up 12% in 2009 alone – with digital music sales accounting for a quarter of all music sales worldwide.

The Post Flip the Flap promotion was developed by promotional marketing agency, Armstrong Partnership. It is open to Canadian residents over the age of majority in their province or territory of residence. Prize values range from $1.00 to $7,000.00.

About Post Foods Canada Corp.
Post Foods Canada Corp., a subsidiary of Ralcorp Holdings Inc., is the manufacturer of iconic ready-to-eat cereal brands including Shreddies, Honeycomb, Honey Bunches of Oats, Shredded Wheat, Sugar Crisp, Post Selects, Alpha-Bits and other great tasting cereals. For more information, please visit http://www.postfoods.ca.

About Puretracks
Puretracks, an indirect subsidiary of Fluid Music Canada (TSX: FMN), is a North American digital music service provider offering a comprehensive suite of solutions for the brands, agencies, retailers and media companies it serves —including branded digital entertainment stores, customized promotions, album card redemption platforms, web services and affiliate programs. The Puretracks music store is one of the largest digital music download stores in North America, offering more than three million tracks from top mainstream and indie artists across a complete range of genres. Puretracks is based in Toronto, Ontario, Canada. For more information, visit http://corporate.puretracks.com

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