“Three Brothers” ran for 14 years, garnering Clio Awards, spawning calls from The Matrix and other entertainment and spawning a completely bogus legend about the young star’s disappearance.
Fight for breakfast
In the original 1970s job, Mikey plays the role of the “ultimate taste tester,” conveying a key product attribute, Scupham said. Namely, kids and other picky people would go for it, even though it’s called a “healthy” cereal.
The new ad is close to this theme, which is important to parents and guardians who want to avoid what Scupham called the “breakfast battle”.
Life, a legacy brand that hasn’t had any consistent marketing hype for several years, now finds itself in a grocery aisle that’s filled with more than 300 players. The new Mikey will try to ignite “dormant love” from consumers who have forgotten about it, Scupham said.
“We’re never going to outspend our competitors at General Mills or Kellogg, so we have to be smarter about how we spend,” she said. “We have equity with Mikey and we think the campaign does the job of combining a cultural perspective with a product perspective.”
The spot, which debuts today, will air on Disney+, Hulu, ESPN+, Amazon, YouTube, Walmart Connect, TikTok, Meta and SiriusXM through the end of the year and into 2025.