SMG Entertainment's plan realised the insight that Tony the Tiger has 'star power' worthy of a top celebrity. Tony's universal appeal built a famous brand icon loved by both kids and adults. We believed that Tony's huge smile and dynamic character would make him the perfect star in our campaign. We decided to showcase Tony delivering the birthday message through a variety of entertainment properties. This enabled Tony to share with his fans how he (and Kellogg's) planned to celebrate.