Tony the Tiger had been the face of Frosted Flakes for decades. Legendary mascot. Instantly recognizable. Except for a shocking stat my team discovered in research... two thirds of teenagers had no idea who he was anymore. The death of an icon!

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While teens were everywhere but watching cable TV, Tony was still showing up in :30s TV spots nobody their age was watching. The mascot was fine. The media strategy was the problem.

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That's when I reframed the brief. Stop treating Tony like a mascot that needs a campaign. Start treating him like a creator who needs a platform.

Twitch was the platform to do it with most of its users being teenagers. It's a culture with its own codes, its own stars, its own relationship between creator and audience. Tony had always been a coach and motivator. The sport had just changed.

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Nothing could bring Tony to life more than doing a real, live Twitch Stream! Not a pre-produced segment. Actually live, actually unfiltered, actually co-streaming with creators the audience already trusted. Tony the VTuber was born. 

RESULTS

687M+ impressions in two weeks, +17% awareness, +26% consideration, +46% bookings YoY. For a crowded Super Bowl Sunday, MSC was the 4th most talked about brand of the game alongside Nike and Jeep.​

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DELIVERABLES

Twitch Stream, Influencer, YouTube