Tony the Tiger is an advertising cartoon mascot for Kellogg's Frosted Flakes (also known as Frosties) breakfast cereal, appearing on the packaging and its ads. Recently, Tony has also become the mascot for Tony's Cinnamon Krunchers and Tiger Power. Since its debut in 1952 the character has spanned several generations and became an icon of breakfast cereals.
Video Tony the Tiger
Histori
In 1951, Eugene Kolkey, a talented graphic artist and Art Director for Leo Burnett, sketched characters for a contest to become the official mascot of Kellogg's new breakfast cereal. Kolkey designed a tiger named Tony (named after a man in Leo Burnett - Raymond Anthony Wells) and chose Martin Provensen for the finished artwork. Tony competed against three other potential mascots for public affection: Katy the Kangaroo (originally from Robert Dulaney in the early fifties), Elmo the Elephant, and Newt the Gnu. In that year, another mascot was dropped (with Elmo and Newt never once sawing the front of the box), and Tony was given a son, Tony Jr. Tony the Tiger will eventually become a cereal icon. Tony Tiger's last design came from a group of former Disney animators known as Quartet Films, who also designed Jolly Green Giant, Snap Crackle Pop, Hamms Beer Bear, and the Baltimore Orioles mascot, among others. Stan Walsh, Art Babbitt, Arnold Gillesspie, and Michael Lah are artists/filmmakers who make up the Quartet Films of Hollywood.
A recognizable and different sound is required for the Tony the Tiger character. Initially, he was voiced by Dallas McKennon, but shortly after the first Sugar Frosted Flakes ad aired, McKennon was replaced by Thurl Ravenscroft, who spent the next five decades providing distinctive deep bass sounds related to characters, especially the familiar "They" back grrrrreat ! "John E. Matthews phrases this phrase while working as a copywriter for Leo Burnett.Ravenscroft speaks to an interviewer injecting his personality into Tony:" I made Tony someone. To me, Tony is real. I make it human and it affects animation and everything. "
In 1958, Tony appeared in a Kellogg cereal box with Hanna-Barbera characters such as Huckleberry Hound and Snagglepuss.
Tony began to be humanized in the 1970s; he was granted Italian-American citizenship and the consumer was briefly introduced to more Tony families including Mama Tony, Mrs. Tony, and a daughter, Antoinette. Tony is a popular figure among the young Italian-American population and it shows up in 1974, where he is considered "The Tiger of the Year" in the ad theme taken from the Chinese Lunar Calendar. The ad theme states, "It's Year of the Tiger and Tony is the Tiger of the Year." Later that year, Tony graced the cover of Italian GQ and Panorama . In addition to Tony's success, during this decade, Tony Jr's son. even given a short-lived cereal in 1975, Frosted Rice. Provensen's original art design for tigers has changed significantly over the years, like the odd Tony, tiger-sized boxes with drip-shaped heads replaced by his fully grown son, Jr., who is now a lean and muscular sport. enthusiast - he is a coach for Monster Wrestlers in My Pocket and a referee for Monster Sports Stars in My Pocket (see Monster in My Pocket). Tony the Tiger was never confined to an American cereal box, appearing in a box of European brand Kellogg.
Tony often appears in American commercials as an animated character in the live-action world, often with images he draws rotoscoped through live characters, like extreme sports athletes, allowing Tony to not only appear in direct action, but also interact.
Tony's old voice, Thurl Ravenscroft, died in 2005. In North America, he was replaced from 2005 onwards by broadcaster Lee Marshall, who retained his role until his death from cancer in 2014. However, the ad for Frosties in England is voiced back local; here, Tony is voiced by California-born British actor Tom Clarke Hill. For some time in England, the rock song "Eye of the Tiger" by Survivor was used along with Tony's look. In Canada, Tony is voiced by animated, commercial, and promo artist Tony Daniels.
"Put Tiger on Your Team" was featured in ads across the nation in 1958 when Kellogg's cereal campaign reached all organizations and children's sports teams to build more consumers. In the same year of 1958, Tony the Tiger joined another popular mascot to promote the latest cereal release of "pre-sweet cereal". Mass media and marketing are on the rise, especially in the food products industry. In the wake of Kellogg's Frosted Flakes, the cereal company's goal is to produce a taste of "delicious and distinctive flavors." In 1974, after Kellogg launched the Chinese Year of Tiger, for marketing and advertising techniques, Tony was chosen as Tiger of the Year. After a few months later was the release of Tony the Tiger's innovative ad. This ad is very important in Tony's human factor with the birth of his first daughter, Antoinette. This advertising technique targets millions of babies when Antoinette the baby tigress is shown tasting Kellogg's Sugar Frosted Flakes for the first time, followed by Tony the Tiger's slogan. The forms of tigers that are shown begin to shape the marketing of cereals and the advertising sector by promoting new product lines. The company used Tony Jr as its mascot to introduce nearly six new high-nutritional products in the mid-1970s. Throughout the 1970s Tony the Tiger had three complete families. The evolution of this brand icon continued to increase when Tony the Tiger was featured in the Hot Air Balloon Championship in 1981.
Maps Tony the Tiger
Character design
For more than a generation Tony has shown the figure of human characteristics. When observed on the Frosted Flakes cereal box, Tony seems to mimic the basic human-like muscle structure. Tony's iconic appearance has evolved through the use of graphic design and his ability to enhance creativity. Although his appearance has changed his purpose as an iconic mascot is selling Kellogg's Frosted Flakes and throughout his career Tony remains pretty consistent. The deep voice behind the famous "They Gr-r-reat!" The slogan is Thurl Ravenscroft for 50 years.
Trademark contradiction
Tony the Tiger debuted with Kellogg in 1952. The Tiger is used as a cartoon character that is displayed on every box of Kellogg's Frosted Flakes. This cat is federally registered as a trademark of Frosted Flake Kellogg. Furthermore, registration and classification are under food products. Twelve years later, one of the leading oil companies, Esso (now ExxonMobil), began using the same tiger as a promotional mascot in petrol products. Exxon then followed up with the protocol and federally registered the tigers under the category of petroleum products. In contrast to Kellogg's slogan behind the sound of Thurl Ravenscroft, "They gr-r-reat!", Esso also has a slogan, "Put the tiger in your tank".
The two big companies share a peaceful relationship between two iconic tigers. Over coexistence time, the combined company spent more than a billion and a half advertisements in the cereal and petroleum industry. No company faced problems between each other, however, in 1992 this all changed. ExxonMobil opens new business sectors and product lines through Exxon Tiger's existing promotions. The company failed to expand its federal trademark registration to its new product line. Before the recent addition of Exxon's businesses opened "Tiger Marts" stores and sold food and beverages, the company was cleared of all trademark litigation. After the announcement of ExxonMobil's new product line, Kellogg quickly filed a lawsuit. Unnamed Exxon tiger exploits to sell food and drink across trademark boundaries. The confusion of using a tiger that is very similar to a mascot for food products is incompatible with Kellogg. The lawsuit consists of: trademark infringement and dilution, and seeks orders that prohibit further use of Exxon tigers. After several appearances in court, millions of dollars, different decisions, and years of waiting for the decision of the Sixth Circuit Court of Appeal settled the case.
Tracing back to 1986, Kellogg struggled with different situations in terms of trademarks. During the preparations for the 1988 Summer Olympics by South Korean organizers Hodori's mascot game was similarly resembled to Kellogg's Tony the Tiger. This very popular cereal company has concerns about the similarity and raised some red flags with trademark registration in the same year. Kellogg continues to emphasize that Tony the Tiger is an advertising tool used in almost every box of cereal so as to confuse a comparable tiger whose only distinction is the addition of a five-ring Olympic badge badge around his neck. News sports and criticism pose much controversy and is remembered as a "Hold That Tiger" battle of the tiger trademark.
See also
- Liquid Flakes
- List of breakfast cereal ad characters
- List of fictional cats
References
External links
- Kellogg's Timeline Company
Source of the article : Wikipedia
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