Kellogg is to give away 400,000 free CD-ROM games for children with
packets of Frosties, in a bid to find new and more effective ways of
The promotion comes in the light of a changing media environment in
which children’s TV viewing is declining and their use of computer games
is on the increase.
The Kellogg’s computer game is called Mission Nutrition and will be
given away across the country with two 750g banded packs of Frosties
costing about pounds 3.99.
The game is intended to be both educational and fun and uses interactive
technology to bring a range of Kellogg’s characters to life, including
Tony the Tiger, Snap Crackle and Pop and the Coco Monkey.
The theme of the game is nutrition, with children encouraged to collect
various grains and vitamins in order to progress to different
Guy Longworth, marketing manager for children’s brands and media
controller at Kellogg, said: ’It’s becoming more difficult to reach
children because their media habits are changing. We’re starting to
explore different routes for communicating and building relationships
He said that the company had conducted proprietary research which shows
that children are using their computers more at the expense of TV