Corporate & U.S. News

Jun 18, 2004
Company Reunites with Sony/Columbia Pictures to Support “Spider-Man 2” Movie with Their First-Ever Global Theatrical Promotion

BATTLE CREEK, Mich. - This summer, everyone’s favorite web-weaving super-hero isn’t limiting his appearance to the silver screen. Based on sell-out success in 2002, Kellogg brings back its limited edition Kellogg’s Spider-Man toasted oat cereal and Kellogg’s Spider-Man Pop-Tarts toaster pastries - just in time for the June 30 U.S. movie release of Sony/Columbia Pictures’ “Spider-Man 2.”

“Our partnership with ‘Spider-Man 2’ represents Kellogg’s first-ever global theatrical promotion,” said Kevin Smith, senior vice president marketing services, Kellogg Company. “Through local promotions and products, Kellogg is bringing Spider-Man excitement to families and fans in more than 180 countries around the world.”

When introduced in 2002 with the first “Spider-Man” movie, Kellogg’s Spider-Man cereal and Pop-Tarts sold out during their first run in the U.S. The Company expects their return to be just as popular.

“Kellogg has a long history of bringing movie excitement to breakfast tables - and our partnership with the first ‘Spider-Man’ movie was an incredible success,” said Jenny Enochson, director of marketing communications, Kellogg Company. “With Spider-mania building, we’re pleased to bring the Spider-Man phenomenon back to breakfast tables around the world.”

Kellogg’s “Spider-Man 2” promotions will vary by market. In the U.S., the promotion includes Kellogg’s Spider-Man toasted oat cereal, which contains Spidey-berry (wild berry) fruit-flavored toasted oats. Available while supplies last, the cereal is low fat and provides 11 essential vitamins and minerals. Kellogg’s Spider-Man Pop-Tarts feature red pastry with Spidey-berry fruit filling topped with web-like frosting and provide seven essential vitamins and minerals.

U.S. consumers can receive a Spidey-Signal wristband, Spider-Man Voice-Activated Software or a Thin Skin Spider-Man Watch by collecting proofs-of-purchase or checking specially marked boxes of participating Kellogg’s products for a limited time.

With 2003 sales of nearly $9 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at

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