• Brandweek, Thursday, January 5, 2006 11:45 AM

Kellogg is kicking off its sponsorship activities in connection with the upcoming Winter Olympics with four limited-edition boxes of Frosted Flakes and a TV marketing campaign. Athletes who will be featured on the boxes or in the ads include snowboarders Ross Powers and Lindsey Jacobellis, skiers Toby Dawson and Resi Stiegler, and speedskaters Derek Parra and Jennifer Rodriguez. All are currently in training to participate in the Olympic Winter Games in Torino, Italy, Feb. 10-26. Support will also include an "Earn Your Stripes" program at Tonythetiger.com. There, consumers can learn about the athletes' personal stories and their efforts to succeed, view candid photos of the athletes, and send them personal e-mail wishes before their Olympic events.

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