Corporate & U.S. News

May 12, 2005

Global Promotion Brings Consumers Limited Edition Kellogg’s Star Wars Cereal, Pop-Tarts, Fruit Snacks and Cookies

BATTLE CREEK, Mich. - Kellogg and Lucasfilm Ltd. have joined forces to bring the epic battle of good vs. evil from the silver screen to consumers around the world. Families and fans will go galactic over the arrival of new Kellogg’s products inspired by the May 19 release of Star Wars: Episode III Revenge of the Sith, the sixth and final installment of the most successful movie franchise in film history.

The Kellogg Star Wars: Episode III Revenge of the Sith promotion will reach families and fans in more than 30 countries. Star Wars characters, cast members and promotional items and giveaways will be featured across virtually all of Kellogg’s brands, on over 200 million product packages from April to June 2005. Kellogg is supporting the new products and special promotions through television and print advertising as well as Star Wars retail merchandising displays.

“The impact of Star Wars has hit millions of people worldwide, so we created a promotion that is truly global in scale,” said Kevin Smith, senior vice president marketing services, Kellogg Company. “Excitement for Revenge of the Sith keeps building, and through our new products and local promotions, Kellogg will bring that excitement to families and fans in more than 30 countries around the world.”

“Kellogg has created some great ways for fans, families and kids to celebrate Star Wars,” said Jim Ward, vice president of marketing and distribution for Lucasfilm. “In Revenge of the Sith the Jedi lightsaber action is more thrilling than in any other Star Wars film, and the light-up SaberSpoons allow families to bring that excitement to their breakfast table.”

Kellogg’s products include limited edition Star Wars cereal, Star Wars Pop-Tarts toaster pastries, Star Wars fruit snacks and Star Wars Fudge Shoppe cookies. Kellogg promotional merchandise, such as R2-D2 cereal bowls, light-up SaberSpoons and limited edition Star Wars character cookie jars are certain to become instant collector’s items.

Released in theaters worldwide on May 19, Star Wars: Episode III Revenge of the Sith stars Hayden Christensen, Ewan McGregor, Natalie Portman, Ian McDiarmid and Jimmy Smits. In Revenge of the Sith, the final and most dramatic chapter of the Star Wars saga, the Clone Wars rage as the rift widens between Chancellor Palpatine (Ian McDiarmid) and the Jedi Council. Anakin Skywalker (Hayden Christensen), the young Jedi Knight with an allegiance to Chancellor Palpatine, struggles to keep his marriage to Padme’ Amidala (Natalie Portman) a secret amid the turmoil. Seduced by promises of power and temptations of the dark side, he pledges himself to the evil Darth Sidious and becomes Darth Vader. Together, Sidious and Vader set in motion a plot of revenge against the Jedi, leading to a climatic lightsaber battle between Vader and his former master, Obi-Wan Kenobi (Ewan McGregor), that will decide the fate of the galaxy. Star Wars: Episode III Revenge of the Sith is written and directed by George Lucas, and produced by Rick McCallum.

Kellogg’s Star Wars limited edition cereal consists of toasted oat grains and features “Star Wars”-themed marshmallows, representing legendary characters such as R2-D2 and C-3P0, as well as the infamous lightsaber. The limited edition Pop-Tarts feature “Lava Berry Explosion,” a delicious wildberry filling. Keebler Fudge Shoppe cookies also celebrate “Star Wars” by featuring a limited edition cookie with rich fudge stripes over a lava-red shortbread base.

Kellogg is also the sponsor for the Los Angeles premiere of Star Wars: Episode III Revenge of the Sith set for May 12 at the Mann Village Theatre in Westwood. The red carpet event will benefit Artists for a New South Africa (ANSA), a charitable organization chosen by Lucasfilm Ltd. and Twentieth Century Fox. All proceeds from the premiere will benefit ANSA and its newest program, It Takes a Village, which provides comprehensive services to children orphaned by AIDS in South Africa. The gala will conclude with a party at the Hammer Museum.

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