Kellogg Co., struggling with a moribund cereal business, is looking to dads to help boost one of its top brands.
The largest U.S. cereal maker is rolling out a new campaign for Frosted Flakes aimed directly at fathers, rather than the moms that typically make shopping decisions. The company also is targeting “tweens,” a group it pegs at 9 to 14, which might not be familiar with its longtime mascot. As part of the pitch, Kellogg has a new animatronic Tony the Tiger -- developed with help from Jim Henson’s Creature Shop -- that’s making its debut Thursday in New York.
