Kellogg Unveils Special-Edition Phelps Packaging; Bolt Cashing In

Kellogg Co. has unveiled the special-edition packaging featuring U.S. Gold Medal-winning swimmer Michael Phelps that will appear on boxes of Frosted Flakes, Corn Flakes, Club Crackers and Rice Krispies Treats Marshmallow Squares in the U.S. beginning this week. The packaging will depict some of Phelps' signature moments from the Beijing Games. Meanwhile, Kellogg's Corporate Citizenship Fund has pledged $250,000 to the Michael Phelps Foundation (Kellogg Co.). Phelps: "My friends were joking with me, asking, 'So you're going to be (on cereal boxes) with Tony the Tiger?' I said 'Yup.' Pretty cool" (Baltimore SUN, 9/26). In Baltimore, Elizabeth Large wrote, "I can see why you'd want Phelps on your box of Frosted Flakes, to encourage the little tykes who hero-worship him to buy your breakfast cereal. But Club Crackers?" (BALTIMORESUN.com, 9/25). 

Kellogg's Unveils Special Line Of Michael Phelps Packaging

PANNING FOR RADIO GOLD: As part of the media tour to promote the Kellogg’s announcement, Phelps had a testy exchange with WAXY-AM’s Dan Le Batard Thursday. Le Batard asked Phelps to “give us a story that involves your agent calling you and you saying, ‘Holy bleep, I can’t believe they’re giving me that much money.’” Phelps, misunderstanding the question, said, “I’ve never heard that and I’ve never said that, so I have no idea where that came from.” Le Batard: “So that’s never happened where you’re amazed by the amount of money someone is offering you?” Phelps: “I’ve never said that, no.” Le Batard then asked, “What’s the single coolest thing to happen to you since the Olympic Games?” Phelps: “I was able to, just recently, start my foundation and be able to promote healthy lifestyles and active lifestyles for children and people all over the world. It’s something I’m really interested in and it’s a passion of mine.” Le Batard said, “That can’t be the coolest thing to have happened to you since the Olympics. I’m sure you’re very happy about it, but the coolest thing, the thing you tell your friends about when you’re out having a beer?” Phelps: “My goal is to raise the bar in the sport of swimming and this is a passion of mine and this is something I look forward doing. That is a very fun part for me.” Le Batard then asked, “Do you go into the nightclub with these Kellogg’s products and just drop them on the floor with your face on them?” Phelps then broke the interview off, saying, “Sorry, I think we have to head to the next interview” (790THETICKET.com, 9/25).

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