Client:

Kellogg's Frosted Flakes

The Challenge:

As a product targeted at households with children ranging from 6 to 12 years of age, Frosted Flakes was looking for a way to tap into the passion their consumers felt for the sport of hockey. The challenge to Step 3 Sports & Entertainment was to devise and implement a hockey strategy that would appeal to consumers and major trade customers, increase sales volume and build on the equity established with the pre-existing "Earn Your Stripes" program.

The Solution:

Since Kellogg's is neither a partner of the NHL, Hockey Canada nor the Canadian Hockey League, there was a particular challenge in devising a way to engage and excite consumers.

The solution was to secure the services of NHL stars Martin St. Louis and Joe Thornton and create a unique DVD series that would teach basic hockey skills to young players. Since both were league Most Valuable Players, it offered the opportunity for Frosted Flakes to present a program under the banner "MVP Hockey Skills".

Results:

The Promotion delivered the largest sales period in the history of the brand.