Kellogg today announced the "four athletes for its marketing team" for the '18 PyeongChang Games, as the USOC sponsor is "highlighting newcomers and those who have been to the Games before," according to Jessica Wohl of AD AGE. The athlete endorsers are figure skater Nathan Chen, Gold Medal-winning snowboarder Kelly Clark, women's hockey player Meghan Duggan and Paralympic snowboarder Mike Schultz. Kellogg also is "sticking with last year's 'What gets you started?' slogan." For the '16 Rio Games, Kellogg's roster was "filled with newcomers." The focus is on "earned media moments, led by a video set to be shared by the company and athletes on social media." Kellogg is also "planning Games watching events at its upcoming new cafe location" in N.Y. Kellogg Dir of Brand Marketing Sam Minardi said that individual Kellogg brands could "run ads during the Games but there are no plans for a company Olympic ad buy, consistent with what Kellogg did" in '16. Kellogg's Olympic push kicks off today in N.Y. where it is "displaying athlete cereal boxes hitting stores in December and showing the video." Chen will "appear on boxes of Corn Flakes." Clark will "appear on Corn Flakes boxes in stores and on boxes of Special K Red Berries available through the KelloggStore website." Duggan will "also appear on boxes of Corn Flakes in stores, and on Special K boxes sold on the site." Schultz will "appear on boxes of Frosted Flakes" (
ADAGE.com, 10/30).
