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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