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Kellogg's caught in `Spider mania' — Launches web-shaped cereals

Our Bureau

New Delhi , July 13

KELLOGG'S India on Tuesday said it would launch a limited edition pack of cereals shaped like a spider's web. This is being done to coincide with the hype around Spider-Man 2, which the company is sponsoring globally.

The launch of a special, limited edition product built around the promotion of a movie that Kellogg's has sponsored is a first.

The Kellogg's Chocos-Spider-Man 2 promotion is part of the global association between Kellogg's and the latest edition of Spider-Man movies. Kellogg's will leverage the partnership with Spider-Man 2 across more than 180 countries through local promotions and products.

"Kellogg's Chocos is built on the core equity of fun and adventure. Our aim is to bring the Spider-Man adventure through Chocos to kids across India. With a unique web-shaped Kellogg's Chocos, special toy-box packaging and fun-filled giveaways, kids can experience the excitement of being like Spider-Man," the Managing Director of Kellogg's India, Mr K. Venkatachalam, told Business Line.

He said in India, Kellogg's is bringing out theme-based food for the first time with the launch of Kellogg's Chocos Spider-Man 2 Cereal, which will be enriched with calcium. The packs will be available in the market for only a few weeks.

Mr Venkatachalam said the company's communication for Kellogg's Chocos is based on the `Chocolatey Adventure' platform.

"Linking Chocos with Spider-Man was an obvious extension for us, thereby providing our consumers with the complete adventure experience," he added.

Asked whether this was the first time Kellogg's was sponsoring a movie as part of brand promotion, Mr Venkatachalam said Kellogg's has a long history of bringing movie excitement to breakfast tables. "And our partnership with the first Spider-Man movie was an incredible success globally. When introduced in 2002 with the first Spider-Man movie, Kellogg's Spider-Man cereal and Pop-Tarts sold out during their first run in the US."

The fun-filled giveaways are specially designed `Spidey-Signals' (projecting web-shaped or spider-shaped images) with the limited edition pack, and `Spidey Water Squirters' with every pack of Kellogg's Chocos, Chocos Planets & Stars and Corn Flakes in India.

Each pack also entitles the consumers to get 20 per cent off on Spider-Man movie DVDs/VCDs through coupons included in every pack, he said. Besides, the whole promotion will be supported by TV advertising.

"We will also be doing promotions in key retail outlets and multiplexes across the major cities in India." Mr Venkatachalam did not disclose the marketing budget allocated for the spider mania.

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