Kellogg’s Nutri-Grain has partnered with Sydney-based Brand Faction, to create an eight-part reality TV show that sees six Nutri-Grain Ironman athletes taking on extreme challenges in a bid to win $100,000.
Premiering on Channel Nine on Sunday October 13 at 4:30pm, Deep Water is hosted by Ironman legends Zane Holmes and Wes Berg, an ironman himself and trainer to current world champion surfer Joel Parkinson. Together, Zane and Wes 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.
Although used to tough physical challenges when in competition, 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, the ‘lung buster’, which comprised of underwater race swimming and gorge running in 50 degree heat.
“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,” said Ian Blackhall, marketing manager for Kellogg Australia.
“They’re phenomenal athletes but they’re also just a great bunch of guys and role models for teens everywhere. We think this reality series will enable consumers to connect more closely with the Nutri-Grain Ironmen.”
Tony Gordon, managing director of Brand Faction added, “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.”
In 2013, Kellogg’s has restaged the Nutri-Grain brand with new packaging, branding and advertising as well as taking control of the 2014 Nutri-Grain Ironman Series.
Deep Water is sponsored by Kellogg’s Nutri-Grain and the Western Australian Government. The series is a prelude to the Nine Network’s exclusive broadcast of the world-renowned Nutri-Grain IronMan and IronWoman Series starting January 19, 2014.