Kellogg revs up calcium for Special K-Plus

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Kellogg Co. will launch in the fall Special K Plus, a calcium-charged major new line extension that could receive up to $30 million in advertising. To point up the calcium connection, the product will be packaged in a paper milk carton. Leo Burnett USA, Chicago, is the Special K shop.

Copyright June 1999, Crain Communications Inc.

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