The ads for the new cereal, a larger, crunchier version of Coco Pops, were created by Leo Burnett and introduce a new animated character to Coco Pop's advertising -- Rocky the Racoon.
The campaign also sees a new slogan debut: "Can you handle the crunch", which is sung to the familiar melody of "I'd rather have a bowl of Coco Pops".
The campaign breaks nationally on July 15. A 30-second spot shows Rocky the Racoon with Coco, the longstanding animated monkey mascot, both happily eating their Coco Pops Crunchers in an urban skate park.
Some rats also eating the Crunchers spin dizzily out of control because the new, crunchy texture is too much for them to handle. The ad ends with the strapline: "Can you handle the crunch?"
The ad was written by Robert Gill, with art direction by John Jessup. The production company was Espresso.
Kellogg marketing manager Justin Platt said: "We hope the new campaign will generate excitement about our new product, Coco Pops Crunchers. It's a great new cereal with an intense chocolatey taste, crunchier new texture, and cool new characters that we hope will appeal to older kids."
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