Froot Loops and the Temple of Marshmallow

Advertiser: Kellogg

Agency: Leo Burnett, Chicago

Challenge: Launch a new type of Froot Loops cereal in a manner that gets the attention of media-savvy kids.

The Ad: When Froot Loops mascot Toucan Sam enters a hidden temple to investigate a noise, he is swept inside by a squadron of tiny toucan-shaped marshmallows. As they approach an ancient altar, an errant marshmallow strikes a wall of golden Froot Loops. Magically, the cereal and marshmallows change color and cascade from the wall. “An extreme part of a complete breakfast,” an announcer says. As the cereal showers down on Toucan Sam, a legend says, “An extreme adventure.”

Comment: Kellogg uses special effects from Santa Monica-based SimEx and taps into the popularity of extreme sports to grab kids’ attention. The fast-paced story culminates with a discovery: Froot Loops with marshmallows. As Kellogg struggles to boost cereal sales, it is hoping kids will view this new version of its decades-old cereal as cool. $$$