Kellogg's enters reality TV turf

An eight-part reality TV show backed by Kellogg's Nutri-Grain and Sydney-based marketing specialist Brand Faction, kicked off yesterday afternoon on Channel Nine.

In the show, which is called Deep Water, six Nutri-Grain Ironman athletes take on extreme challenges in a bid to win $100,000.

“This is new territory for the Nutri-Grain brand but we wanted to create a platform for the Ironman athletes to showcase their capabilities and personalities outside of the Ironman Series,” marketing manager for Kellogg Australia Ian Blackhall, said.

The show is hosted by Ironman legends Zane Holmes and Wes Berg, who will issue a series of individual and team challenges to Ironman’s biggest names – Shannon Eckstein, Matt Poole, Caine Eckstein, Kendrick Louis, Tanyn Lyndon and Ky Hurst.

The six will be thrown out of their comfort zone, being asked to adapt and compete in conditions and locations completely alien to them. The challenges include high cliff jumping, rock running, racing over razor sharp reefs, and the ‘lung buster’ which comprises of underwater race swimming and gorge running in 50 degree heat.

Tony Gordon, managing director of Brand Faction said: “To truly provoke a connection with the brand’s audience, we needed to place the Nutri-Grain brand ambassadors in an environment that could expose their human frailties. It’s an exciting time to be working on a brand prepared to make brave investments like this.”

This year Kellogg’s has also sought to revitalise the Nutri-Grain brand with new packaging, branding and advertising.