Frosted Flakes x Tony The VTuber

 

As a kid, I used to eat Frosted Flakes straight from the box on road trips, so hearing that two-thirds of teens didn’t know who Tony the Tiger was hit hard. The Kellogg’s team was protective of his IP, and rightfully so - Tony had always been a coach, mentor, and motivator for kids. But times changed. Kids weren’t on the field anymore, they were gaming. So we kept his spirit intact and moved him where the action was…*Tony the VTuber enters he chat* .

 

Issue: Tony was stuck in outdated :30 ads, when Gen Alpha lives on Twitch, not TV. 

Insight: You can’t shout at teens from the sidelines, you have to meet them in the game.

Idea: The first mascot turned VTuber, we turned Tony the Tiger into a live streamer, gaming with real creators, challenging fans (and furries), and fully immersed in gaming culture with kids. 

Impact: Top10 most-watched streams globally, beating out some of Twitch’s biggest names.

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