Advertising: Issues & Insights: # 2: "They're GRRRREAT!"

Tony the Tiger- 1952

The History of Tony the Tiger

The history of advertising is a pretty broad subject. I decided to narrow this down and pick one product (or in this case, mascot). Kellogg's Frosted Flakes (a.k.a. Frosties) were a favorites of mine as a child. It probably had nothing to do with the cereal itself and everything to do with it's mascot, Tony the Tiger.

Almost all of us are familiar with this famous cereal icon. I remember sitting in my living room as a kid watching the commercials. What child could resist this fun-loving character with his catchy slogan, " They're GRRRREAT!" When I started watching these advertisements it would have been in the early 1990's, but Tony goes back much farther than that.

1961

Tony the Tiger was "born" in 1952. The tiger became an instant success as the cereal's spokescharacter.
Leo Burnett was hired for the ad campaign in 1951. Four characters were proposed: Newt the Gnu, Elmo the Elephant, Katy the Kangaroo, and Tony the Tiger. After Tony was chosen, graphic artist Eugene Kolkey sketched the tiger and sent it on to Martin Provensen to add the finishing touches. The slogan for the product has been voiced by Thurl Ravenscroft for over five decades! The photos shown are Kellogg's Frosted Flakes cereal box designs, showing how Tony the Tiger has evolved throughout the years.

In the early days of Tony the Tiger, the world was given a brief look at the rest of Tony's family. Tony had a mother, Mama Tiger, a wife, Mrs. Tiger, a son, Tony Jr., and a daughter, Antoinette. His family was 'short lived."

1974

Tony's appearance has had significant changes over the years. As you can see in the images, he started out with a football-shaped head. This was changed early on to a softer look. He also started with many whiskers on his face, but now has very few. His eye color changed from green to yellow-gold, as well. Today Tony appears much more athletic than his former self, showing off a slim body with big broad shoulders. His height has also drastically changed. Starting out at only a couple of inches tall in the first sketches, today Tony has reached 6'6" when standing on two legs.

Tony's appearance has not been the only change. Over the last sixty years his tagline has also evolved.

They're more than good, they're great!
They're gonna taste great!
Bring out the tiger in you!
The taste adults have grown to love!
Grrreat for growth!
Earn your stripes!
Never let the tiger catch you!
Put a tiger on your team!
It's grrreat!
Super de-duper!
A grrreat taste!

They're Grrreat!

1990

In the late 1950s, Tony was shown in television commercials. Through the years, technology allowed Tony to be shown alongside live-action performers. The ads were aired on Kellogg sponsored shows alongside the shows actors and hosts.

Shortly after Tony the Tiger became famous, competitors such as General Mills came out with their own cereal mascots. The two major competing characters were the Trix Rabbit (Trix) and Sonny the Cuckoo (Cocoa Puffs). While these characters also took off, Tony the Tiger was still on top.

Once starting out as premiums that the purchaser could redeem with box tops (and sometimes cash), today there are tons of Tony the Tiger collectibles. Just briefly looking at ebay, I found collectors train sets, earrings, cookie tins, cereal bowls, watches and baseballs.

Today Tony is over sixty years old, but he has still got it. Not many other characters are as recognizable as this tiger and even less are known all around the world, as he is. One this is for sure, Tony is now and forever GRRREAT!