From Cereal Aisle to Culture

‍​​Kellogg’s challenged us to reimagine the cultural relevance of Tony the Tiger® for a new generation. While Tony remains one of the most iconic brand mascots of all time, our insight was clear: nostalgia is surging, and Tony should be benefiting from that moment — but wasn’t yet fully embedded in today’s culture. Our strategy focused on elevating Tony beyond traditional brand storytelling and reintroducing him through modern platforms where culture is actively shaped.​​

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We developed two distinct pathways to bring Tony back into the spotlight: premium branded content and high-impact partnerships with streetwear and fashion brands that thrive on hype and cultural credibility. That approach led to a natural connection with Kith, driven by founder Ronnie Fieg’s genuine affinity for Frosted Flakes®. The resulting Kith Treats collaboration fused product, content, and limited-edition drops — anchored by Tony’s iconic red ascot — to create a moment that felt authentic, collectible, and culturally relevant. Launching in real time, the partnership demonstrates how heritage brands can successfully re-enter the cultural conversation by meeting consumers where passion, nostalgia, and modern style intersect — setting the stage for future activations already under consideration.​