Kellogg and Cartoon Network Honored by PROMO Magazine with PRO Awards for Outstanding Partnership
Award-Winning Promotion Created by Draft Chicago Takes Top Accolades
Kellogg, in a partnership with Cartoon Network, was honored with a first and third place PRO Award for their "Toon Tour of Mysteries" promotion at the 15th annual PRO Awards Gala Ceremony and Dinner, presented by PROMO Magazine. The campaign received top honors in the best sponsorship or tie-in category, and third place in the best campaign generating brand volume category. The promotion, created by Draft Chicago, Kellogg's promotional marketing agency of record, aimed to increase cereal and morning foods sales, drive display at the retail level and deliver a meaningful, branded experience to the consumer. The campaign was promoted on more then 75 million Kellogg�s brand packages and featured five unique interactive DVD-ROMs featuring Cartoon Network characters.
�We have partnered with Kellogg�s for several consecutive years of high profile back-to-school promotions, always with the goal of raising the bar for creativity and consumer value,� said Phyllis Ehrlich, senior vice president of promotions marketing, Cartoon Network Sales & Marketing. �Kellogg�s truly believes in the collaborative process which is a key reason why they are so successful in their promotional efforts. They are a terrific partner and we�re thrilled they have been recognized for their outstanding achievement this year.�
Timed with the 2004 back-to-school season, the Kellogg �Toon Tour of Mysteries� promotion leveraged high-profile, kid-centric properties to deliver an interactive experience that entertained and challenged the consumers� problem-solving abilities, rewarding them for participating. A series of five unique interactive DVD-ROMs were found in more than 2.5 million cereal and morning foods packages. With Scooby Doo as the master of ceremonies, many of Cartoon Network�s top properties, including The Powerpuff Girls, Johnny Bravo and Dexter's Laboratory, were included on the 75+ million brand packages touting the promotion.
Fun-filled offers were spread across the entire Kellogg�s portfolio and communicated via key consumer touch points including packaging, POS, online, on-air and direct mail. The program exceeded sales and merchandising expectations and offered the consumer a memorable Kellogg�s experience.
The promotion proved successful across every consumer touch point, with sales exceeding expectations and incremental dollar sales increasing by 38%. In addition, incremental sales volume also exceeded expectations, up 52%, while retail orders for POS materials doubled in 2004 vs. 2003.
About Cartoon Network
Cartoon Network, currently seen in more than 88 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.�s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world�s largest cartoon library, Cartoon Network showcases unique original ventures such as Camp Lazlo, Codename: Kids Next Door, Hi Hi Puffy AmiYumi, The Powerpuff Girls, Dexter�s Laboratory, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, a late night service of animation for grown-ups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable�s highest-rated networks. Cartoon Network�s website is located at http://CartoonNetwork.com (AOL Keyword: Cartoon Network).
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.
With 2005 sales of nearly $10 billion, Kellogg Company is the world�s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company�s brands include Kellogg�s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr�s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg�s web site at .
Founded in 1978, Draft has built a global, behavior-based, communications industry powerhouse that earned the highest rating (five out of five stars) in Advertising Age�s 2005 Agency Review. Draft�s global network spans The Americas, Europe and Asia/Pacific. It is a valued marketing partner for such clients as Aventis Pharmaceuticals, Computer Associates, CVS/pharmacy, Hewlett-Packard, Kellogg, Procter & Gamble, the United States Postal Service and Verizon, among others.
In line with its unique global positioning � The Science Behind The Success� � Draft combines more than 27 years of consumer insights with its proprietary Behavior Path Marketing� process to create seamless marketing communications programs that deliver measurable results across all media. Its primary integrated services encompass direct, retail, promotions, and interactive marketing. Draft (www.draftworldwide.com) is a member of the Interpublic Group of Companies (NYSE: IPG).