Kellog Stages 'Mock Marathon' to Promote Granola Bar

Kellogg Co. knows many people don't have time for breakfast at home, so the cereal maker is trying to serve it up during their morning dash to work -- literally.

As part of a new advertising campaign for Kellogg's Nutri-Grain granola bars, actors dressed as commuters but with marathon race numbers pinned to their suits will mingle with real commuters to hand out free samples of the food bars.

The 'mock marathon,' which will take place in eight U.S. cities, will also feature cheering onlookers behind barricades, rooting for the commuters and their Kellogg counterparts.

This approach makes perfect sense in the increasingly crowed media marketplace where consumers simply tune out marketing messages because there are so many of them. Along with this type of street marketing there will be an increase in product placements within television shows as well as the creation of entire television shows centered around an advertiser's product.

by Steve Hall    Sep-30-03   Click to Comment   

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