Kellanova Frosted Flakes: Tony the Tiger on Twitch – the first mascot turned streamer

Kellogg's Frosted Flakes, a cereal brand, partnered with Twitch and top gaming influencers to turn Tony the Tiger into a well-known, real-life gaming streamer in the US with the same amount of fandom and engagement as top streamers.

Summary

Tony the Tiger, Frosted Flakes' strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable. And by 2022, two out of three teens in the U.S. didn't recognize him at all. This is a story of how we jailbroke Tony the Tiger out of the confines of the 30-second TV ad by partnering with Twitch and top gaming influencers to turn him into a well-known, real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers...

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