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For the #GetsMeStarted push, the brand has partnered with a line-up of five first-time Team USA Olympic and Paralympic athletes.
Kellogg’s has launched its What Gets You Started? campaign to celebrate what drives people to get up in the morning and uncover the possibilities ahead. For the #GetsMeStarted push, the brand has partnered with a line-up of first-time Team USA Olympic and Paralympic athletes.
The #GetsMeStarted initiative takes off about a hundred days before the competition begins for said squad at the Rio 2016 Olympic Games. First-time Olympians have made up more than 55 percent of Team USA at the past four Olympic Games. The overall promotion features a total of five hopefuls.
The full roster includes gymnast Simone Biles, soccer player Julie Johnston, swimmer Tom Shields, 800-metre runner Ajee Wilson, and Paralympic discus thrower Natalie Bieule. In addition, Olympic swimming legend, Dara Torres, is set to serve as captain of the newly assembled team.
Across videos, social media, and on Kellogg’s cereal boxes, the athletes will share personal stories which depict what gets them started each day as they drive to make Team USA. Their hope is to use the platform to connect with and motivate fans from all walks of life to pursue their own passions.
Wilson and Shields are set to feature across the boxes of Corn Flakes and Frosted Flakes, while Biles has been reserved for Corn Flakes and Special K with Red Berries. Johnston has been paired with Corn Flakes and Special K. Finally, Bieule will take over the packaging of Corn Flakes, Special K, and Special K with Red Berries.
All of the #GetsMeStarted features scheduled for roll-out along with the campaign’s virtual reality experience can be viewed via the brand’s YouTube channel. Additionally, limited-edition #GetsMeStarted cereal boxes are heading to grocery retailers nationwide in June 2016.
“Kellogg’s understands that everyone faces ups and downs. This year, we are making unprecedented connections between the starts of everyday people and those of first-time Team USA Olympic and Paralympic hopefuls,” said Noel Geoffroy, SVP, Marketing and Innovation for Kellogg’s U.S. Morning Foods.
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