From Traditional to Social Media: Tony the Tiger is Gr-r-reat!

Image via: Wikimedia Commons

If you are alive in the world today, chances are you've heard of Tony the Tiger. He's a brand icon that transcends decades. To refresh your memory...Tony the Tiger is the advertising cartoon mascot for Kellogg's Frosted Flakes breakfast cereal, appearing on its packaging and advertising since the early 1950's.

This Grrreat advertising icon, Tony the Tiger was born in 1951 as a concept of advertising agency Leo Burnett's Mad Men:  Eugene Kolkey, Raymond Anthony Wells (Tony's namesake) & Martin Provensen.  

Times have changed, but a few basic principles of good advertising have keept Tony the Tiger in the spotlight and on our breakfast tables all these years.

Consistent Brand Voice
Tony the Tiger's brand voice- stayed pretty much consistent, literally. Since 1952-For over 50 years, Kellogg's Tony the Tiger has had only one voice, that of Thurl Ravenscroft until his death in 2005.

Thurl created the brand's most famous slogan,"They're Gr-r-reat!"  Lee Marshall replaced him as the voice of Tony the Tiger in the Kellogg's commercials, but some commercials still recycle clips of Ravenscroft.