Kellogg's Apple Jacks cereal, introduced in 1965, boasts a history as colorful and complex as its flavor. While the cereal itself is known for its unique blend of cinnamon and "apple" taste (despite not actually tasting like apples), its advertising campaigns and mascots have been the subject of both adoration and controversy. This article delves into the evolution of the Apple Jacks mascots, particularly focusing on the dynamic between Apple and CinnaMon, and the subsequent changes that reflected societal shifts and concerns.
In 2004, Kellogg's introduced what would become the most recognizable mascots for Apple Jacks: Apple (originally known as "Bad Apple," voiced by Tim Dadabo) and CinnaMon, a Jamaican cinnamon stick (voiced by Jeffery Anderson-Gunter, later replaced by Jonathan Adams). The premise of their commercials was simple: a bowl of Apple Jacks is poured, and CinnaMon races to infuse it with cinnamon flavor. "Bad Apple," true to his name, would attempt to thwart CinnaMon's efforts, employing underhanded tactics that invariably backfired. The narrator would then declare, "Apple Jacks doesn't taste like apples because the sweet taste of CinnaMon is the winna-mon!"
CinnaMon's character was defined by his catchphrase, "Here I come, I am CinnaMon!" and his consistent success in flavoring the cereal. Apple, on the other hand, was characterized by his scheming and eventual failures, often punctuated by an evil laugh.
Despite their popularity with viewers, the Apple Jacks commercials featuring "Bad Apple" sparked controversy. Health food organizations, such as the Center for Science in the Public Interest, voiced concerns that portraying the apple character as a villain would discourage children from eating fruit. This sparked a debate about the responsibility of advertising and its potential impact on children's dietary choices.
In response to these concerns, Kellogg's considered retiring the characters in 2007. However, fan support for Apple and CinnaMon led the company to retool them into friendly rivals. Apple underwent a "Heel-Face Turn," transforming from a villainous character into a competitive friend. He also got an Art Evolution, becoming a more vibrant shade of red, with changed facial features to make him look less menacing. The commercials shifted to depict Apple and CinnaMon racing to the bowl, with both ultimately making it in. This change was reflected in the commercials, with the narrator acknowledging both flavors: "In every bowl of Kellogg's Apple Jacks cereal, the sweet taste of CinnaMon, with Apple, is the Winna-Mon."
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The transition from rivals to friends was cemented in the "Crashers" saga. In one commercial, a failed base jump resulted in Apple and CinnaMon being fused together. Forced to cooperate to reach the bowls of Apple Jacks, they developed a friendlier relationship that persisted even after they were separated by a special machine.
In 2009, Apple and CinnaMon's adventures took them to New York City, "The Big Apple," further solidifying their roles as mascots.
The Apple and CinnaMon campaign, in their original form, was retired in 2012. However, in 2013, the introduction of Cinnamon Jacks, a flavored variant, brought CinnaMon back into the spotlight as the primary mascot. This commercial marked the last appearance of CinnaMon in the classic campaign style.
The late 2010s and early 2020s brought renewed scrutiny to the portrayal of characters in advertising, particularly concerning racial stereotypes. In 2020, amidst the Black Lives Matter movement, Kellogg's made the decision to remove CinnaMon's stereotypical Jamaican features, including his beanie dreadlocks and eyebrow piercing. His name was also shortened to Cinnamon. He also had his sandals replaced by a pair of red and white sneakers.
This decision reflected a growing awareness of the need for sensitivity and inclusivity in advertising. While some viewed the change as a necessary step towards eliminating harmful stereotypes, others criticized it as an overreaction or an attempt to erase cultural identity.
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In 2022, Kellogg's completely redesigned Apple and Cinnamon, opting for a cutesy, clip art style. This marked a significant departure from the characters' previous appearances, effectively ending their 17 to 18-year run (2004-2021 or 2022) as mascots in their original form.
The Apple Jacks commercials, particularly those featuring Apple and CinnaMon, employed several recurring tropes:
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