Few cereal icons are as famous as Tony the Tiger, who has graced the boxes of Kellogg’s Frosted Flakes for decades, and now ...

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 ...

Cereal brand Kellogg's Frosted Flakes grew sales and household penetration in the US by reimagining its Tony the Tiger brand asset as an activist on a fundraising mission for school sports programmes.