In addition to the partnership aimed at young people in sport, the brand will enter the granola category in 2022
Tony, the tiger from Sucrilhos, celebrates his 70th birthday in 2022 – the year in which the Year of the Tiger is also celebrated in the Chinese calendar. To celebrate the date, the brand announced a partnership with Instituto Reação de Judô, led by athlete and Olympic medalist Flávio Canto.
The initiative will work through three pillars: sponsorship, food donation and the Reação Conecta Program, which will be the main cornflakes project for the coming months. The program will aim to look at sport as a platform for social transformation aimed at young people.
The partnership with Reação was conceived by Kellogg’s internal team, but the social media strategy and the TV movie were carried out by KTBO, and the manifesto was produced and edited by Lukso.
“The initiative, which will work on several fronts, will be carried out in the long term, marking a new phase of the brand, which has always supported sports activities, but which will now support sports as an agent of social transformation. impacts not only the participants, but also the regions in which they operate. There are many lives changed through sport”, explained Cristina Monteiro, marketing director at Kellogg’s.
With the sponsorship of Sucrilhos, the Institute will carry out the renovation of the high performance gym at the Taquara Pole, where the Olympic Reaction Program will take place, which develops young people for national and international competitions, and through the investment, the Inter -Reaction.
The executive explained that Kellogg’s will open up opportunities for the Institute’s adolescent students to participate in the company’s Young Apprentice Program in Rio de Janeiro. In addition, the company will also provide workshops and training and monthly product donations to compose the breakfast for students from the central centers of the state of Rio de Janeiro.
The partnership with the Institute is the main cornflakes project for this year but, according to Cristina, the great launch of the category for 2022 will be the inclusion of cornflakes in the granola category.
“Soon we will enter the granola category, which is the one that grows the most within cereals, with the launch of Cornflakes granola in the original and chocolate flavors, formulated with three nutritious cereals (oats, rice and corn)”, said the Executive.
