KELLOGG UNVEILS AMERICA'S GREATEST CHARACTER VEHICLE - THE TONYMOBILE™ - AT THE CHICAGO AUTO SHOW
Feb 10, 2003
KELLOGG UNVEILS AMERICA'S GREATEST CHARACTER VEHICLE - THE TONYMOBILE™ - AT THE CHICAGO AUTO SHOW

Tony The Tiger™, Toucan Sam™ and Friends Bring Breakfast Fun to Families

BATTLE CREEK, Mich. - This year at the Chicago Auto Show, Kellogg debuts the first ever "character vehicle" \- the Tonymobile \- a traveling mobile vehicle that celebrates Kellogg characters. The Tonymobile is Kellogg Company's first mobile marketing vehicle in company history.

The 23-foot long, 13-foot high vehicle kicks off its road tour with family-oriented activities at the Chicago Auto Show from February 14-23 (media receive a sneak preview on February 12 at 4 p.m.). Throughout the show, families can stop by the booth and meet one or more of the following characters: Tony The Tiger™, Toucan Sam™, Dig'Em™, and Snap! Crackle! and Pop!™.

"The Tonymobile is the world's first and largest tiger-powered family vehicle on four wheels," said Kevin Smith, senior vice president\-marketing service of Kellogg. "America has been eating breakfast with Kellogg characters for decades, and we're thrilled to give parents and kids alike the chance to interact with the characters everywhere the Tonymobile goes." The Tonymobile booth at the Chicago Auto Show will offer a souvenir Kellogg's® cereal photo box for every child who brings in three box tops from participating Kellogg's® kid cereals. Kids also have the chance to win character premiums, and will receive a mail-in offer for a free "mini-Tonymobile" with three participating Kellogg's® kid cereal box tops.

"At Kellogg we are thrilled to unveil the Tonymobile," said Smith. "We are excited about this program and know it will bring Kellogg closer to kids and their families."

The Tonymobile, designed by Prototype Source in Santa Barbara, CA, features a fiberglass body showcasing larger-than-life versions of Tony The Tiger™, Toucan Sam™, Dig'Em™, and Snap! Crackle! and Pop!™ The vehicle weighs 9,500 pound, runs at 285 horsepower and features a Votec, V-8 engine.

"When you create a mobile vehicle, you want something that catches the eye and is recognizable wherever it goes," said Smith. "No matter where the Tonymobile stops people will recognize Tony The Tiger and friends driving down the street."

After the Chicago Auto Show, the Tonymobile will travel to various locations in the Chicago and Detroit markets. It will make stops at: museums, zoos, special events and some retail locations. Visit www.tonymobile.com for more details and specific locations.

With 2001 sales of nearly $9 billion, Kellogg Company 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 19 countries and marketed in more than 160 countries around the world. For more information, visit Kellogg's web site at .