Kellogg's Pop Tarts in sponsorship deal for Dumb Ass

LONDON - Kellogg's has signed a six-figure deal to sponsor a new MTV programming strand called Dumb Ass.

The food company will use the sponsorship to support its Pop Tarts product after reaching an agreement with Viacom Brand Solutions.

Viacom has created Dumb Ass as a packaged collection of its 'Jackass', 'Viva La Bam' and 'Wildboyz' shows that will run across MTV and MTV2.

The deal includes on-air and online activity and on-pack promotion for the Dumb Ass strand on Pop Tarts boxes. It is the first time in seven years that Kellogg's has backed Pop Tarts with marketing support.

On-air activity uses the line "Parents don't get them" and links into a promotion online and on packs that involves a series of games and prizes.

Michael Allen, marketing director at Kellogg's, said: "Sponsoring the Dumb Ass strand on MTV will enable Kellogg's Pop Tarts to associate with well-established programming that matches the irreverent and non-conformist values of Pop Tarts."

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