The Honey Monster is set to return to TV after a three-year hiatus to show off his new look.
Part of a £1m investment, the part-animated ad follows an overhaul of Honey Monster Puffs’ packaging. The clip will make its debut on Friday (31 August) across social media before appearing on Monday on the small screen.
Launched in 1957 as Sugar Puffs, the overhauled cereal was set to “become more relevant to a brand new generation of Honey Monster fans” said Gillian Clarke, brand director at Yorkshire-based owner Brecks Food.
Redesigned boxes will land on shelf from mid-September featuring “even more transparent labelling” that includes the promise ‘Nothing scary in here’. The logo and monster himself have also received a makeover.
Honey Monster cereal was previously relaunched by Brecks in early 2017 with a fresh look, an oat variant and 25% less sugar (from 29g per 100g to 22g) – more than a year after previous owner Raisio announced the reformulation and mooted NPD.
Raisio’s plans were put on hold during the sale of the Honey Monster Puffs licence to Brecks, which secured the rights in July 2016 to make, market and distribute the brand.
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