KELLOGG'S is sponsoring Britain's leading pop group, Take That, to the tune of £1 million on its 36-concert tour which starts today in Glasgow, writes Victoria Combe.
The five young men from Manchester, who have had eight top 10 singles, have not been
sponsored before and see it as a sign that they have reached the big time.
Pop stars such as Michael Jackson and Madonna have previously been linked to Pepsi and
the Rolling Stones tour was sponsored by Budweiser.
But Take That members said they would not accept sponsorship from tobacco or alcohol
companies and chose Kellogg's Corn Pops out of several offers to further their wholesome image.
"A lot of things weren't good for the environment," said singer Jason Orange, 24.
"It was important to us that it wasn't bad for anyone or anything."
Orange, wearing a black woolly hat, appeared at the Conrad Hotel, Chelsea Harbour, yesterday along with the rest of the band, nine bodyguards and a posse of teenage fans.
The British tour, which cost £2 million to organise and was sold out within hours of the dates being announced, is expected to make the band about £12 million.
One costly feature is the 144ft walkway which stretches 12ft above the audience to a stage at the rear where they perform their "Beatles Medley".
For Kellogg's the link with Take That, whose image is that of clean living boys who do not smoke, take drugs or sleep around, was seen as a safe way to appeal to young teenagers.
Mr Rob Morgan, Kellogg's marketing director, said: "It was either Manchester United or Take That.
"We chose Take That because they are popular with 8-16 year olds who are the biggest consumers of Corn Pops. We are also sure that they will meet the reputation we require."
As part of the promotion, miniature packets of Corn Pops will be handed to the weeping fans as they leave the concerts.
