Kellogg Co. is extending its sponsorship of six Olympic athletes into a new promotion for its Frosted Flakes brand. The six athletes, snowboarders Ross Powers and Lindsey Jacobellis; skiers Toby
Dawson and Resi Stiegler; and speed skaters Derek Parra and Jennifer Rodriguez, will appear on Frosted Flakes boxes and in TV spots that will air during the games, scheduled to be broadcast next month
from Torino, Italy. The cereal boxes will also carry codes, called Olympic Press Passes, that kids can use to access sections of Kellogg's "Earn Your Stripes" Web site to read the athletes' journal
entries and tips on skiing and snowboarding.
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