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Beginning this week, Kellogg Co. finds a new venue for print advertising: the backs of its cereal boxes.

Smart Start boxes will carry one of three different print ads on the back, all with the cereal's ongoing theme, "Seize the day."

The boxes are part of an integrated print and outdoor campaign from J. Walter Thompson USA, New York. The ads also will begin running in May issues of magazines such as Cooking Light, Health and Redbook.

Last year, Kellogg ran some advertising, themed "A healthier start is within your reach," on the back of some boxes, but this is the first time for a brand-specific push.

Tying the back of the box to other advertising helps to build and strengthen the cereal's image and brand characteristics with consumers, said Fred Jaques, exec VP-general manager, ready-to-eat cereal, Kellogg USA.

The approach reinforces Smart Start's message to its target audience, young adults ages 18 to 30 who are "all about living life to the fullest," Mr. Jaques said.

John Clinton, exec VP-director in charge of the Kellogg account-and chairman of JWT, Toronto-said Smart Start is an attitudinal brand with which any consumer can identify. The ads are designed to reflect that in look and feel.

Smart Start was launched in early 1998; TV spots broke late in the year.

Mr. Jaques said he expects the cereal to have a respectable 1% share of the $8

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