Battle Creek, MI-based Kellogg next month begins activating a multi-year agreement with the National Hockey League and the National Players’ Association that makes Frosted Flakes the official breakfast cereal for both organizations in the U.S.
Starting Feb. 3, a Kellogg’s Frosted Flakes/NHL Supercharged Challenge offer dangles eight trips to the third or fourth Stanley Cup Finals games in June. Consumers can enter at special Kellogg nights in select NHL cities, through the NHL’s Inline tour and at http://www.tonythetiger.com . This month and next, more than two million Frosted Flakes cereal boxes will show Tony the Tiger as a goalie and feature NHL and hockey trivia.
The pact includes advertising in NHL cities, four months of print ads in publications such as “SI for Kids” and “Playstation Magazine,” P-0-P displays and signage in NHL arenas. Greenwich, CT-based Arc Marketing handles the promotion in conjunction with Kellogg. The promotion goes online Feb. 3 at http://www.tonythetiger.com.
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