Kellogg to spend $50 million

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Kellogg Co. will launch at least $50 million in advertising this spring as it looks to support a frenzy of new-product activity for its breakfast brands.

Kids will get the lion's share of attention in the new raft of advertising, all from Publicis Groupe's Leo Burnett USA, Chicago. The ads will tout new products such as Eggo Froot Loops Waffles and Pop-Tart Yogurt Blasts.

Due to Kellogg's sensitivity to the growing epidemic of childhood obesity, the ads will reflect a new set of global guidelines on the issue, which have been shared internally and with its agency partners.

Kellogg's spokescharacters, including Toucan Sam and Tony the Tiger among others, have "by nature, always been active," according to Jeff Montie, Morning Foods division president. But new guidelines help clarify how best to portray Kellogg products to ensure they are "in no way encouraging obesity," a company spokeswoman said.

This month, Kellogg will launch a large-scale effort behind its new chocolate graham Smorz cereal, according to Mr. Montie. He said it will also put a "blast of media" (estimated at roughly $15 million) behind the launch of Tony's Cinnamon Krunchers cereal, a cinnamon version of Kellogg's Crispix that extends the popular tiger character.

Smorz ads will break this week, with creative associating positive memories of eating s'mores over the campfire.

The new entries are part of Kellogg's ongoing effort to build its kids' cereal portfolio, an area where it's fallen short in the past compared to competitors General Mills and Kraft Foods' Post.

Major kids media will also support the launch later this month of new strawberry and blueberry Pop-Tart Yogurt Blasts, which play off the success of Kellogg's Yogurt Nutri-Grain bars.

In April, Kellogg will launch a TV effort featuring Froot Loops' spokescharacter Toucan Sam targeting kids ages 6 to 12 to introduce the new Eggo Froot Loops Waffles, which feature fruit-flavored colored specks with the aroma and taste of Froot Loops cereal. Kellogg will also offer coupons for the new waffle variety inside Froot Loops cereal boxes.

For the first 11 months of 2002, Kellogg spent $166 million in media against cereal, $26 million against its Pop-Tarts brands and $8 million against Eggo Waffles, per Taylor Nelson Sofres' CMR.

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