Kellogg Company: Toucan Sam campaign (1963)

Robert Schnakenberg

Toucan Sam, the "spokescharacter" for Kellogg's Froot Loops, took wing in 1963 with the introduction of the colorful and aromatic breakfast cereal.

Kellogg Company: Toucan Sam campaign

Robert Schnakenberg

Overview

Toucan Sam, the "spokescharacter" for Kellogg's Froot Loops, took wing in 1963 with the introduction of the colorful and aromatic breakfast cereal. In those early days consumers recognized him as "the Froot Loops Bird" who "follows his nose—it always knows" where to find a tasty breakfast. Almost 40 years later the name Toucan Sam was still associated with Kellogg's Froot Loops nationally and around the world.

In the decades after his debut Toucan Sam underwent a number of subtle changes (in the early 1970s he had a "beak job," which shortened his...

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