BATTLE CREEK, Mich. -- As consumer packaged goods companies continue to connect their brands to health and wellness, Kellogg Co. here teamed with Parenting magazine for a traveling Tiger Power Triathlon.
The triathlon visited zoos in Baltimore, Chicago, San Francisco, Los Angeles and Fort Worth, Texas, to demonstrate the role Kellogg's new Tiger Power cereal can play in a healthy diet.
"We created the Tiger Power Triathlon Zoo tour to help connect the brand to its differentiated nutrition benefits," said Jenny Enochson, senior director, marketing communications, Kellogg. "As a good source of fiber, nutrition and calcium, Tiger Power is a great choice to provide kids with the nutrients they need to grow."
The event included a series of physical challenges for children, such as the Protein Pedal and the Balanced Breakfast Beam. A Parenting lounge was available for adults.
Participants received a sample of Kellogg's Tiger Power, a Kellogg's "Get in Step" activity kit, a copy of Parenting's Tiger Power Backyard Summer Games guide and a medallion for course completion. Kellogg's Tony the Tiger brand icon was on hand to greet the children.
The promotion, which began in June and ended July 2, allowed Kellogg to reach parents and children with a positive brand interaction, Enochson said.
"Kellogg's Tiger Power is all about fueling kids' growth and increasing their level of physical activity," she said.
Likewise, the event helped Parenting magazine, published by Time Inc., New York, reach parents in a different way.
"It's a real opportunity for us to bring our brand to life," said Nancy Hallberg, vice president, marketing, Time's Parenting Group.