See the Box: Special K Red Berries Goes Gold for Olympic Gymnasts
Kellogg's decision to sponsor a certain Olympics newcomer and the USA Gymnastics team has paid off with some big wins.
The cereal maker unveiled a "Gold Medal Edition" of Special K Red Berries cereal on Friday. (Take that, Wheaties.)
One side of the box features Simone Biles after she won her individual all-around gold medal on Thursday. The flip side features the full winning women's team -- Laurie Hernandez, Aly Raisman, Ms. Biles, Madison Kocian and Gabby Douglas -- who dubbed themselves the Final Five after they won team gold on Tuesday.
This is the second time this year Ms. Biles has been on a Special K Red Berries box. She had her own limited-edition boxes of Corn Flakes and Special K Red Berries in stores starting in June, as part of Kellogg's promotion of her and four other then-Olympic and Paralympic hopefuls.
This time, though, the boxes (and the cereal) are free --- but harder to come by. Kellogg said it is only offering them in limited quantities to those who sign up on KelloggsFamilyRewards.com. It was not immediately clear whether a store version would follow. Given the following the women have, particularly Ms. Biles, it seems like a no brainer for the brand as it tries to boost cereal sales.
In April, Kellogg announced a new tagline, "What Gets You Started," in its Olympics marketing that ties the Olympics with the idea of cereal helping people start their days. In a departure from its previous Olympic efforts, the cereal marketer opted to feature athletes who were looking to snag a spot in the Olympics for the first time, rather than sponsoring athletes who had already been to the Games.
Along with Ms. Biles, Kellogg sponsors four other individual athletes: soccer player Julie Johnston; swimmer Tom Shields; runner Ajee' Wilson and paralympic discus thrower Natalie Bieule.