Kellogg's cereal icon Tony the Tiger will unveil his new look this week with the launch of a multi-million pound TV ad campaign and his very own website aimed at both children and 16-34 year old adults.

Tony - the face of kids favourite Frosties - is to star as a super cool Action Hero in a new series of ads created by advertising agency J. Walter Thompson.

The move coincides with the launch of Tony's interactive website which sees Britain's favourite tiger making his on-line debut. The new ad campaign positions Tony as a 21st Century Action Hero complete with all the charm and gadgets you would expect from a super cool icon.

A campaign of 10 second film-style trailers heralds a 60 second blockbuster with Tony pitted against the evil Dr Cheetah to keep his arch-enemy away from the Frosties Secret Formula.

Kellogg's UK sales director Stephen Twaddell said: "Tony the Tiger is one of the most recognisable icons in the global food market and the new ad campaign and website are the latest chapter in his amazing story.

"This brand refresh spells good news for retailers as the combined effect of a high profile TV ad campaign and the new website will build brand loyalty and drive sales."

The campaign includes three 10 second trailers followed by 60 second and 30 second spots and will be featured on a wide range of programmes from kids favourites like SM:TV Live and Art Attack to adult shows from Coronation Street and Who Wants to be a Millionaire to the Frank Skinner Show and Cold Feet.

The campaign will be supported by two 40 second radio executions, an outdoor 48 sheet poster campaign plus press and digital as well as a nationwide PR programme.