Been enjoying my Frosties recently, so here’s some nice U.S. work from earlier this year, launched during the Superbowl – an expensive spot but with a massive audience. In America, Frosties is all about energy, and advertising often talks to mums and kids about giving kids the energy they need to succeed, or earn their stripes. This idea expands this to motivate entire communities to get behind kids’ sport: parents, kids, coaches, clubs were mobilised in such great numbers that the website could not cope and the server had to be re-housed. By renovating delapidated sports fields, Kellogg will make a lasting contribution to the communities around these sports fields – likely long enough for the children of the children using them today to appreciate. Now there’s a way to grow loyalty.