Smith & Milton has worked on the
rebrand of cereal Sugar Puffs, which
is relaunching as Honey Monster Puffs
named after its iconic brand character.
Sugar Puffs were launched in 1957
by previous brand owner Quaker
Oats, and are now produced by
Halo is relaunching the cereal under
its new name with a reformulated
recipe that it says contains less
sugar and 20 per cent more honey.
The relaunch comes ahead of
a £3 million marketing campaign
planned for next year.
Mon, 20 Oct 2014 | By Angus MontgomerySee original link for full story
Nice to see the iconic childhood
favourite 'The Honey Monster' is
apparently back, but to be perfectly
honest I hadn't actually realised that
he was no longer on our shelves.
Maybe it's my age, I am more likely
at 42 to have a croissant and a
cappuccino than a kids cereal.
Or maybe its due to the fact that
Mrs Farr doesn't allow me to head
to the supermarket with her as
generally the bill trebles and I get
grumpy, who knows?
In regards to the rebrand I get that
the emphasis is to remove sugar from
the title and use Honey as the hero
here with all the obesity issues in
children. However calling the product
'Honey Monster Puffs' Hmmm I am
sorry Honey Puffs would have
All I can picture in my head
is a load of slightly camp Honey
Monsters mincing around the
breakfast table calling each other
honey in slightly less gruff voices
than previous incarnations as I am
mischieviously reading the title as
(Honey Monster Poofs).
Now don't get me wrong I think
that would be very entertaining
however is that what the agency
was going for?
The emphasis should be on Honey
not the monster he is an icon already.
Jason Farr - Partner Trillium Brands
| Tuesday 21st October 2014