Burnett’s Tony Leads Tigers in Training

CHICAGO Leo Burnett introduces a new tagline, “Earn your stripes,” for Kellogg’s Frosted Flakes in a new campaign breaking next week.

A 30-second television spot from the Chicago agency, scheduled to break on Monday, depicts children playing sports while reciting a cheer routine: “Everywhere we go/People want to know/Who we are.” The brand’s venerable mascot, Tony the Tiger, is seen leading a football team through its drills as he declares, “We are the tigers.”

A voiceover asserts that eating Frosted Flakes as “part of a nutritious breakfast” will help people have “what it takes to be a tiger.” The animated Tony issues his “They’re grrreat!” line at the end of the spot.

The campaign will also include an integrated program, developed in conjunction with Burnett’s Publicis Groupe siblings, Relay Sports Marketing and Starcom North America, both Chicago, which will be unveiled in 2005. Integrated aspects will feature high-profile athletes and role models who will partner with Tony to encourage kids to “Earn their stripes,” according to the agency.

Campaign spending details are undisclosed. Kellogg’s spent nearly $25 million advertising Frosted Flakes last year, according to Nielson Monitor-Plus.