KELLOGG PLOTS A NEW VECTOR
By Adnews Staff
Kellogg Canada Inc. of Toronto stepped into the sports nutrition arena late last week with the launch of VECTOR, which the company wants to position as a meal replacement product which is in a flaked format rather than a cereal. VECTOR is a combination of whole wheat and rice flakes combined with granola oat and soy protein clusters, intended to be served in a bowl with skim milk. The back panel of the package features icons that represent the various metabolic roles of the 16 vitamins and nutrients of which the product is a source. "VECTOR is the breakthrough that will take Kellogg Canada into the next millennium as the leader in nutrition innovation," said company president Philip Donne. "This product was designed for the 66% of moderately to physically active Canadians who are looking for new and convenient ways to get the energy and nutrients they need for their active lifestyles." A $4.5 million marketing effort will begin in support of the product in June, including national advertising in both French and English in the media of television, print, magazines and outdoor. In addition, a sampling program will be undertaken in sports and grocery stores and at sporting events. The campaign was created by Leo Burnett Co. Ltd. of Toronto, with media buying handled by Toronto-based Media Profile. Takamatsu Inc. of Toronto is taking care of the sampling program. Kellogg Canada has also announced a three-year partnership with Vince Carter of the Toronto Raptors basketball team. Carter will be taking part in the sponsorship of a range of Kellogg's products, possibly taking on the role of spokesperson.