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KELLOGG POURS IT ON

Published on .

Kellogg Co. issues a call to action in its campaign to launch Smart Start, touted as the largest cereal introduction in the company's history (AA, May 11). Consumers are urged to "Start your body" and "Start your mind" against a backdrop of an upbeat chant and slow motion takes of cereal flakes and splashing milk. The theme, from J. Walter Thompson USA, New York, is "Seize the day." The effort broke last week.
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