Kellogg’s launches new product on Facebook

Kellogg’s is using Facebook as the launch platform for a new variant of its Krave Cereal, the first time the cereal manufacturer has used social media to launch a new product.

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Kellogg’s says it will unveil Krave Milk Chocolate to the 80,000 fans of its official Facebook page before anyone else, offering them free trial packs via an online sampling mechanic developed by digital creative agency CMW.

The brand is also working with social media agency Eyeka to develop video content designed to engage fans on Facebook and create interaction with the brand.

Following the social media launch Kellogg’s will launch a £2m television campaign, developed by Leo Burnett and outdoor and digital advertising.

Kellogg’s launched Krave Hazelnut Chocolate in January 2010 and claims it is the only breakfast cereal that specifically targets 16-24 year olds.

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