Tony spinoff gets declawed

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Kellogg Co. will power Tiger Power no more.

The cereal marketer is discontinuing the Cheerios-fighter in January, fulfilling a prediction in Advertising Age that the brand would be stripped from shelves if sales didn't improve (AA, June 13).

Kellogg reacted to the early struggles of the brand by doubling ad spending to nearly $16 million for the January-through-June time period, according to TNS Media Intelligence data. But even so, sales of Tiger Power in food, drug and mass outlets excluding Wal-Mart, which Information Resources Inc. data pegged at only $3.4 million by May 15, only grew to $5.7 million by Sept. 4.

"It's proven pretty difficult to crack the Cheerios franchise. We've been trying for a long time and haven't been able to do it," one Kellogg executive admitted.

Now, Kellogg has another kids' play up its sleeve to battle General Mills' increasing push into that segment: Eggo Waffle Cereal, coming in January and backed by an extensive TV and print campaign from Leo Burnett Worldwide, Chicago. The waffle-shaped cereal with a splash of syrup flavor, an extension of Kellogg's frozen Eggo waffle franchise, is intended for kids and teens.

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