Kellogg's Frosted Flakes: Tony the Tiger on Twitch

Isabella Guardia, Jamie Kohler, Len Sheth

Kellogg's, a cereal brand, improved purchase intent and awareness of its Frosted Flakes mascot Tony the Tiger by leveraging the gaming platform Twitch.

Campaign details

Brand: Kellogg's Frosties/Frosted Flakes Brand owner: The Kellogg Company Entrant company: Leo BurnettIdea creation: Starcom Chicago Market: United States Sector: Breakfast cereals Media channels: Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Executive summary

After trolls chased him off the internet six years ago, Tony the Tiger needed to come back online. Two out of three teens didn’t know Tony, but they did know Twitch. So, Tony made a Twitch channel, and his debut was the most watched branded stream in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands