Kellogg hires J Walter Thompson to launch new-look Tony the Tiger

Kellogg is relaunching Frosties character Tony the Tiger with a multi-million pound TV ad campaign through J Walter Thompson.

The agency has created a new action hero identity for the cartoon character, targeting 16- to 34-year-olds as well as children. The updated Tony will appear on Frosties cereal packs.

Kellogg is also launching an interactive website at, created by new media agency Magnetic North, which was set up by former JWT head of business development Louise Cordwell and planning director Darren Hawkins earlier this year.

Magnetic North has also developed a viral e-mail, which features Tony asking recipients to join his undercover operation, STRIPE, to stop evil character Dr Cheetah stealing the secret formula for Frosties. The e-mail offers the chance to win toy robot Lego MindStorms sets.

The TV ads feature Tony battling to keep Dr Cheetah at bay and will be supported by a radio and poster campaign. Media planning and buying is through MindShare.

Kellogg UK and Ireland marketing director Guy Longworth says: “The time has come to take Tony the Tiger into a new dimension with a series of adventures on the Internet and TV.

“Tony has been an icon to cereal fans all over globe but the new ad campaign and website will help turn Tony into an icon for the 21st century.”

Kellogg has no immediate plans to create a range of Tony the Tiger merchandise.

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