Wining an Olympic gold medal is no doubt one of the greatest achievements in a person’s life. Earlier this summer, the US women gymnastic team had won their gold medal in the 2012 Olympic Games in London. Starting in early fall, the group of gymnasts have been touring nationwide in the name of ‘Kellogg’s Tour of Gymnastics Champions 2012‘.
To most people, two and a half hours long of pure gymnastics aesthetics could be really boring. Kellogg has creatively transformed successful and talented gymnasts into dance stars, showing their skillful gymnastic routines along with fun upbeat music. The show surprised their audiences by introducing their celebrity guest, LMFAO to sing, dance and even do some gymnastic routines (see Youtube).
Judging from a marketing communication’s point of view, the tour is a success in many levels. First of all, since the tour was specifically targeted towards family and young children who aspired to be like Gaby Douglas, the event became a memorable event for families where members can spend quality time together. Moreover, at a national level, Kellogg were able to get more than three months long nationwide advertisement through every commercials of the tour. Lastly, Kellogg were enable to express their national pride, patriotism and support for American heroes. All of these features benefit the brand’s image massively.
There are other reasons why supporting sport is beneficial for Kellogg. Sport has a connotation that is valuable to the brand since sport leads you to think of energy; energy lead you to think of good breakfast; and lastly, good breakfast makes you think of Kellogg.
Sport -> energy -> good breakfast -> Kellogg
The gymnastics team is a great brand ambassador because they represent a group of successful and enthusiastic people that inspired younger generations. Another message that I have got out of communication campaign is the impression that Kellogg wants to be a part of your children’s development to achievements. Kellogg wants to help you get your fresh start of the day as part of an energetic lifestyle.