Issue
Tony The Tiger was first introduced on Kellogg's Frosted Flakes packaging in 1952. The company wanted to celebrate the 50th birthday of its mascot in a meaningful way and created a competition – “The Gr-r-reat Tony the Tiger Awards” – to recognize ten kids who conquered personal challenges and inspired others to be their best.
Insight
The Gr-r-reat Tony The Tiger Awards held at the Hudson Theater in New York. Hosted by Rosie O'Donnell, the ceremony featured a performance by Backstreet Boys' Nick Carter and live art creations by extreme painter Jean Francois Detaille.
Parents, teachers, coaches, and community leaders nominated kids from all over the country. Each received a $10,000 college scholarship and a chance to appear with Tony on a box of Kellogg's Frosted Flakes. The audience for the awards ceremony was filled with local youths from Boys & Girls Club of New York.
Media were offered vintage clips of Tony The Tiger dating back from his first TV commercial in 1952 to modern day sports pre-event to highlight the show. On-site attendance and one-on-one interviews were offered to the media with honorees, Kellogg’s CEO Carlos Gutierrez, singer Nick Carter, and Rosie O’Donnell.
Impact
John Mooney’s media team secured 142 million impressions from the business, food, entertainment and Hispanic media. Outlets included US Weekly, Billboard, Adweek, Brandweek, New York Daily News, Washington Post, Arizona Republic, Chicago Sun-Times, as well as the Today Show, Extra!, CBS Early Show, E! News Live, and WABC-TV.