Burnett Teams Kellogg With U.S. Olympians

NEW YORK Kellogg will activate its support of U.S. athletes training to participate in the Winter Olympic Games with four limited-edition boxes of Frosted Flakes and a television marketing campaign from Publicis Groupe’s Leo Burnett.

Kellogg will sponsor snowboarders Ross Powers and Lindsey Jacobellis, skiers Toby Dawson and Resi Stiegler, and speedskaters Derek Parra and Jennifer Rodriguez as they train and prepare for the Olympics. All of the athletes will be featured on either boxes of Kellogg’s Frosted Flakes or in TV ads from the Chicago agency during the Olympic Winter Games in Torino, Italy, Feb. 10-26.

Support will also include an “Earn Your Stripes” program at Tonythetiger.com. There, consumers can learn about the athletes’ personal stories and their efforts to succeed, view candid photos of the athletes and send them personal e-mail wishes before their Olympic events. In addition, specially marked boxes of Kellogg’s Frosted Flakes will contain an “Olympic Press Pass” that consumers can use to unlock special sections of the Web site to get ski and snowboarding tips from the athletes, read weekly journal entries and watch a “Helmet Cam” perspective of Olympic competition from a participant’s point of view.

“These athletes embody the Olympic values of teamwork and commitment to excellence, which are integral themes of the Earn Your Stripes program,” Jill Saletta, Kellogg director of communications, said in a statement. “Not everyone can be an Olympic athlete, but we can all set goals and work hard to be our best.”

Spending on the effort was not disclosed.

—Brandweek staff report