KELLOGG CANADA INTRODUCES SOY CEREAL
By Adnews Staff
Toronto-based Kellogg Canada has debuted a new soy cereal called Vive. Containing crunchy flakes of soy, granola clusters and cinnamon, it is being targeted to the 35+ age group. "Vive was developed for health conscious Canadians who want more out of the foods they eat and more out of life," said Christine Lowry, vice-president of nutrition and corporate communications for Kellogg Canada. The name is derived from the Lain word "vivere" which means "to live." Television advertising promoting the new brand is designed to illustrate the idea of getting the most out of life. The spot, called "Live", depicts people living for the moment as inspirational messages appear, set to the song "Lust for Life" by Iggy Pop. The sky-blue cereal box bears a large handprint, intended to signify vitality and positive energy. The TV spot, created by J. Walter Thompson, is being accompanied with in-store promotions and sampling by In Store Solutions. Media was handled by Initiative Media/M2 Universal and public relations are being handled by Media Profile. All of these companies are based in Toronto.