Cereal Packaging Comes Alive: Brand Mascots Invade Boston!

Brand Enthusiasts Rally for Charity — How many cereal mascots can you name?

Given our passion for brand logos and making CPG packaging interactive, we were thrilled to see an All-Star cast of breakfast cereal mascots sprint down the street near our downtown offices over the weekend.

Showing up for duty were Lucky the Lucky Charms Leprechaun, Buzz the Honey Nut Cheerios Bee, Wendell the Cinnamon Toast Crunch Baker, Tony the Tiger (Frosted Flakes), and the Trix Rabbit.

The team of characters, competing in the Boston Urban Iditarod charity race benefiting the local food bank, were required to pick a theme and push a decorated supermarket shopping cart a total of 5 kilometers to the finish line. Before the race, the event was aiming to collect more than 6 tons of donated canned goods.

Cereal, of course, does not come in a can. But it makes a fantastic pre-workout snack. These unofficial brand ambassadors were also willing to share the wealth with anyone wanting a healthy carb boost.

Cereal Shrine — This brand mascot team in the Boston Urban Iditarod charity race got into the full spirit of things by passing out free samples to curious pedestrians.

From a branding perspective, perhaps the biggest surprise here was seeing a Kellogg’s mascot (Tony) hanging out with a gang of General Mills favorites.  It reminds me of the historic get-togethers of Disney and Warner Brothers cartoons in the movie “Who Framed Roger Rabbit?” and the infamous crossover comic books including DC and Marvel superheroes in the same adventure.

You can check out all the crazy costumes and shopping carts competing this year in photographer Kateryna Odyntsova’s Iditarod Gallery.

Not Your Father’s Bowling Trophy — The winners of the Boston Urban Iditarod charity race got awards in the shape of canned goods (most donations to the Food Bank) and supermarket shopping carts.

Have you ever dressed as your favorite brand mascot? Please send your pics to dgarnick@pongr.com.

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