Kellogg's Asks "Why Does the Finish Get All of the Glory" in U.S. Olympic-themed Ad Featuring Olympic Swimmer, Rebecca Soni

Every child knows that a "happily ever after" needs a "once upon a time." But we easily forget the importance of beginnings, especially around the Olympic Games, when so much of the drama, the applause and the glory focus on the finish line. So Kellogg's®, an official sponsor of the United States Olympic Committee, is shifting the focus with its first-ever ad to air during the Opening Ceremonies, celebrating the start and all the potential it holds. The commercial features Rebecca Soni, 2012 U.S. Olympic swimmer, Team Kellogg's™ athlete and three-time Olympic medalist, in her first ad.

"You really cannot overlook the importance of those early moments, the ways we wake up to each new day, fuel ourselves and set off on our way – whether we're bounding off to school, work or the Olympic Games," said Doug VanDeVelde, senior vice president of Morning Foods, Kellogg Company. "That's why Kellogg's is proud to champion the start for all the potential it embodies."

"I know how crucial starting each day right has been to uncovering my own potential," said Soni. "That's why it's so exciting that I can now showcase the start of my journey on the national stage as part of Kellogg's 'From Great Starts Come Great Things' campaign."

From Great Starts Come Great Things

Fans can see how this new commercial was made in Soni's hometown of Los Angeles, Calif., by visiting Kelloggs.com/teamusa. The video is an exclusive look inside the making of the commercial and allows viewers to travel alongside Soni to see the unique underwater camera angles, the story behind the idea of "The Start" and the nutritional importance of starting each day right.

Americans can see how the importance of the start is part of all nine of Team Kellogg's athletes by viewing a library of "Start Stories," detailing their individual journeys. Whether it is the inspiring story of four-time Olympic medalist Summer Sanders wanting to begin swimming to be just like her older brother, or beach volleyball player Kerri Walsh learning the importance of breakfast versus a few extra minutes of sleep, consumers can relate to the little moments that shape their stories.

The nine videos can be viewed at Kelloggs.com/teamusa and feature Team Kellogg's roster of elite athletes, which besides Soni, Sanders and Walsh, include Jake Kaminski (archery), Michael Landers (table tennis), Dwight Phillips (track & field), Casey Tibbs (Paralympic track & field), Juan Agudelo (soccer) and Jordyn Wieber (gymnastics).

In the "Start like a Champion" series of nutritional videos, created in partnership with the USOC, viewers are treated to the nutritional tips and secrets that have helped fuel Team USA to achieve great things, every day. Each video features USOC nutritionists alongside Team Kellogg's athlete Summer Sanders to showcase the importance of proper nutrition to achieving your potential.

To learn more about Kellogg's efforts to champion the start, visit Kelloggs.com/teamusa, and connect with us on Facebook at Facebook.com/Kelloggs or Twitter at @Kelloggs_US.

About Kellogg Company

Driven to enrich and delight the world through foods and brands that matter, Kellogg Company (NYSE: K) is the world's leading producer of cereal, second largest producer of cookies and crackers and - through the May 2012 acquisition of the iconic Pringles® business - the world's second largest savory snacks company. In addition, Kellogg is a leading producer of frozen foods. Every day, our well-loved brands - produced in 18 countries and marketed in more than 180 countries - nourish families so they can flourish and thrive. With 2011 sales of more than $13 billion, these brands include Cheez-It®, Coco Pops®, Corn Flakes®, Eggo®, Frosted Flakes®, Kashi®, Keebler®, Kellogg's®, Mini-Wheats®, Pop-Tarts®, Pringles®, Rice Krispies®, Special K®, and many more. To learn more about Kellogg Company, including our corporate responsibility initiatives and rich heritage, please visit www.kelloggcompany.com.

About the USOC

The United States Olympic Committee (USOC) is recognized by the International Olympic Committee as the sole entity in the United States whose mission involves training, entering and underwriting the full expenses for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan American Games. In addition to being the steward of the U.S. Olympic Movement, the USOC is the moving force for support of sports in the United States that are on the program of the Olympic, Paralympic, Pan American and Parapan American Games. For more information, visit TeamUSA.org.

Kerry Hendry Vice President +1 646 935 4125

As a service to our readers, Around the Rings will provide verbatim texts of selected press releases issued by Olympic-related organizations, federations, businesses and sponsors.

These press releases appear as sent to Around the Rings and are not edited for spelling, grammar or punctuation.

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