SBD/September 27, 2013/Marketing and Sponsorship

Kellogg Plans To Spread Olympic Marketing Across Seven Brands For Sochi Games

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USOC sponsor Kellogg Co. this year will broaden its approach to Olympic marketing, moving from the singular campaign focused on its signature Kellogg’s brand during the '12 London Games to multiple campaigns around seven of its brands during the '14 Sochi Games. The company, which became a USOC sponsor in '11, will announce the complete list of brands at a later date, but Pop-Tarts, Bear Naked and Kashi are three of the newcomers. Kellogg Senior Dir of Integrated Promotions Sandy Uridge said, "A lot of other brands saw our success after 2012 and thought there was a great opportunity to get on board.” Kashi and Bear Naked this week announced they would be developing Olympic-related promotions. Kashi signed cross-country skier Kikkan Randall and plans to feature her in social media and advertising campaigns, which could include TV, print and digital ads. Uridge said, “The program is all about the power of positive eating. Kikkan is a big believer in that. She’ll say you can’t out-train bad nutrition. She’s a great athlete and representative of the Kashi brand.” Bear Naked signed snowboarder Chas Guldemond and mogul skier Hannah Kearney to feature in marketing efforts. Uridge said the brand plans to do a smaller promotion that includes packaging and on-site sampling at events. She added, “Their premise is they’re fueling epic winter adventures. They have a campaign about ‘one upping’ -- one upping winter experience.” Kellogg’s agencies Krispr and MatterEdelman helped select the athletes. Uridge said Kellogg Co. expects to have 13-14 athletes across all of its brands.
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