Kellogg's to use cheap flyers in new product launch?

The cereal manufacturer is using online media to launch a new variant of its Krave product.

Kellogg's may wish to combine its digital efforts with flyers in the marketing strategy for its latest product.

The company is launching a new variant of its Krave cereal - named Krave Milk Chocolate - and will use social media to do so.

It plans to unveil the cereal on its Facebook page, allowing its 80,000 fans on the social networking site to see it before anyone else, as well as have the chance to apply for free trial packs.

This will be complemented by video content developed by social media agency Eyeka, a TV campaign designed by Leo Burnett and outdoor and digital advertising.

According to How-Do, Krave brand manager Laura Sutcliffe said Kellogg's made the decision to unveil the product via Facebook because it wanted its "loyal Krave fans" to be the first to hear the news.

Another company introducing an initiative on the social networking site is ASOS, which is launching a Facebook store at the end of January, New Media Age reports.