The Internet site gives surfers information on subjects as diverse as nutrition and the form guide of athletes at Atlanta.
"Content on the net is crucial," says Tim Burgess, director at Leo Burnett Connaghan & May, Kellogg's ad agency for Sustain. "If you have a site simply to bombard the user with your brand, it's not going to work. In this case, Sustain is recognized as a food linked to sport and activity."
Australian Institute of Sport head coach Dick Telford, who helped designed Sustain for Kellogg, has written a large section for the site, dealing with nutrition, how to eat properly, what athletes eat before competition and the best foods for quick recovery. The Sustain Web site address is http://www.kelloggs.aust.com.