Kellogg's Unveils New Tony the Tiger and Teams Up with Alfonso Ribeiro for "Let Your Gr-r-reat Out" Campaign

Kellogg's Frosted Flakes has teamed up with actor, host, dancer and funnyman Alfonso Ribeiro to launch the "Let Your Gr-r-reat Out" program, giving dads and tweens the extra boost they need to be true to themselves and proudly share with the world what makes them "gr-r-reat."

According to a new survey commissioned by Kellogg's Frosted Flakes, 90 percent of tweens think they're great, yet 40 percent often hold back on expressing what makes them great. Meanwhile, half of dads believe this holding back often keeps their tweens from having fun. Dads are also looking for more ways to get involved, with 69 percent stating they wish they could connect more with their tweens.

Additionally, 70 percent of tweens wish they had more opportunities to share what makes them great with others, and 62 percent would be more likely to share what makes them great if they had more encouragement. Every tween surveyed feels comfortable truly being themselves and sharing what makes them great at home, while 81 percent of dads wish their tween had more opportunities to share what makes him/her great with others. 

"Greatness isn't something you need to learn or earn—it already exists inside each and every one of us," says Ribeiro. "Made a new friend at school? That's greatness. Had the guts to try a new move on the dance floor or bang out a tune on the piano? That's greatness. Everybody has it, but not everybody recognizes it. That's why I'm partnering with Frosted Flakes and Tony the Tiger—to help dads and tweens appreciate and exude that greatness that they tend to be shy about."

As part of the "Let Your Gr-r-reat Out" program, Kellogg's is also unveiling an even greater Tony the Tiger. He's the same cat he always has been, just with some new tricks—he's a Tony that can not only walk, run and dance, but also talk, sing and share his message directly with fans.

As part of the campaign, Frosted Flakes will roll out new packaging, which will roll out in stores in October. "Tony is a terrific and beloved icon," says Christie Crouh, associate director at Kellog's for Frosted Flakes. "People really love and relate to Tony and he is an encourager for tween and dads, and really for everybody. So on our packaging that is coming out, Tony has an even more prominent role on the pack. It's Tony's big, energetic face inviting you to try the brand. We think it's going to have a lot of impact on the shelf because people will be able to recognize the name." 

Crouch believes the campaign will help retailers reinvigorate sales to the cereal category at retail. "We really believe as one of the biggest brands, the campaign will make our brand grow, help the category grow, which really benefits Kellogg's, consumers and retailers," she says. "We're really excited about the campaign because we think it will elevate the sales." 

Frosted Flakes and Tony the Tiger are not only encouraging people to let their great out through their partnership with Ribeiro, but also through a variety of experiences and content that will truly inspire people to go all in. With a new television spot that highlights a real-life "Let Your Gr-r-reat Out" moment, Frosted Flakes' partnership with the Little League World Series in August, social media programs, and special appearances from a Tony like we've never seen before, the "Let Your Gr-r-reat Out" program will be an immersive experience for dads and tweens across the country throughout the year.