Kellogg’s asks athletes and consumers “What Gets You Started?”
An example of a current relatable Olympic campaign is Kellogg’s “What Gets You Started?” campaign, which connect consumers with first-time US Olympic and Paralympic hopefuls by revealing the athletes’ reasons for getting up and getting going in the morning. For example, Paralympics discus hopeful Natalie Bieule discusses in videos, social media on boxes of Corn Flakes, Special K and Special K with Red Berries how she rises each day to show her daughters that a physical disability doesn’t hold her back. Likewise, gymnast Simone Biles also appears on two of the company’s iconic cereals where she shares how she is motivated by her friends and teammates. By making the athletes relatable, Kellogg clearly hopes that consumers will strive to be like them, starting with emulating how they begin their day with the company’s cereal.
