Kellogg Co. is leveraging its U.S. Olympic sponsorship with a kids’ promotion for Frosted Flakes.
Kellogg features its six sponsored athletes in its Earn Your Stripes fitness program. The athletes will appear on Frosted Flakes boxes and in TV spots airing during the games. The six are snowboarders Ross Powers and Lindsey Jacobellis; skiers Toby Dawson and Resi Stiegler; and speedskaters Derek Parra and Jennifer Rodriguez.
Frosted Flakes boxes will carry codes, called Olympic Press Passes, that kids use to access sections of Kellogg’s Earn Your Stripes Web site, to read the athletes’ journal entries and their tips on skiing and snowboarding, and watch “Helmet-cam” film footage from the athletes’ perspective.
The site lets all visitors read the athletes’ stories, see photos, and send e-mail greetings to the athletes as the prep for the Winter Games in Torino, Italy next month. Kids who participate in activities on the site get a message from one of the athletes after the Games.
Leo Burnett USA, Chicago, handles advertising.
Kellogg has sponsored U.S. Olympic athletes since 1976, and is committed through 2008. The Battle Creek, MI-based company launched Earn Your Stripes in 2004 and uses the program as a platform for fitness-themed promotions, which often feature professional athletes. In June 2005, Kellogg signed a three-year deal that pairs Earn Your Stripes with an after-school fitness program for girls eight to 11, run by non-profit Girls on the Run.
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