Hey Tony!

A brand with a long storied legacy was appearing long in the tooth, while cereal sales overall were declining as a category. We needed to get back to legendary status. How do you get today’s teens to care about Tony the Tiger? Tony may have been cool in the past. But he’s mostly a stranger to teens today. They don’t know who he is, what he stands for, or how he could fit into their passions. But he’s needed in their corner – hyping them up and boosting their confidence.

“It’s Already In You”. That voice in your head saying “I got this” helps you go harder with confidence. We centered the inspiration that comes from inside of you to do what you do at your best.

We positioned Tony as the energy-creating hype man who helps teens tap into their inner tiger. Then we paired Tony with his “Day One” JID to reimagine the iconic Hey Tony!” jingle as a bonafide hip-hop single that lives on streaming platforms, alongside a limited-edition capsule collection and collectible “Day One” cereal boxes, culminating in a community-driven Bowl Game that brought the campaign full circle through the real impact in the very sport JID grew up dominating.