Cartoon Network Teams With Kellogg For Summer

The Cartoon Network has arranged a summer campaign with cereal manufacturer Kellogg which will see characters from the TV channel’s shows “take over” from the characters on cereal packets.

Characters such as Frosties’ Tony the Tiger will take a “summer holiday” and be replaced on packs by characters such as Jonny Bravo (for Frosties) and the Powerpuff Girls (for Rice Krispies). The promotion will run across the whole Kellogg’s Kids cereals range for three months and will include in-pack collectable “Toon tags”.

TV activity begins on Monday 5 August with two ad spots running throughout the month to explain the “holiday arrangement” and sponsorship of related Cartoon Network shows. As well as appearing on the Cartoon Network itself, the ads will appear on CITV, Channel 4, Channel 5, GMTV, Viacom channels, Fox Kids and Sky.

In addition to in-pack and TV activity, a microsite has been created within the Cartoon Network website and in selected stores there will be gondola end promotions.

Dee Forbes, senior vice president of advertising sales for Europe, the Middle East and Africa at Cartoon Network’s parent company Turner Entertainment commented: “This programme takes the concept of licensing a whole stage further, by contemporising the brand properties both in advertising and in each of the treatments through which we have extended the theme.”

Cartoon Network: www.cartoonnetwork.co.uk

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