The Honey Monster was really starting to show his age when the official Sugar Puffs mascot was benched back in 2010, but it would appear he's due a comeback in his autumn years. Having originally been created by the advertising legend John Webster back in the 70's, the Honey Monster turns 38 this year, and is celebrating the dawn of his 4th decade by making a significant resurgence. Indeed, the famously gluttonous monster is even lending his name to the breakfast cereal that spawned him, with brand owner Halo Foods renaming Sugar Puffs as “Honey Monster Puffs,” supposedly to fall in line with a healthier, lower sugar image. The new campaign by The Gate creative agency, seeks to reposition the Honey Monster and his cereal as a force for good, cutting down the emphasis on sugar, which is currently public enemy number one when it comes to breakfast ingredients, especially amongst children (or at least their parents).
The new, improved (well, that remains to be seen) Honey Monster has been inspired by Spike Jones's “Where The Wild Things Are,” with the cuddly charmer cast in a more “Grown up” role according to The Gate's creative partner Alistair Ross. He said they first pitched the idea that the Honey Monster “Needed to appeal to the child in everyone; but to laugh with, rather than laugh at.” Ross said “He evolved from King of Clumsiness to Creator of Mischief. Fun, but on a monster scale. Fun that was outdoors (where a monster should be.) Fun that unites. Fun monsterfied.”
The Honey Monster turns 38 this year, and is celebrating the dawn of his 4th decade by making a significant resurgence
Perhaps most tellingly, the new Honey Monster is a much more athletic and adventurous creation, with a less cumbersome suit, built to enable the actor portraying him to play energetic outdoor games without stumbling over or looking like a gigantic furry robot. The idea, one imagines, is to help audiences associate the cereal with a more active lifestyle, which might be a hard sell considering the brand's heritage as a sugary treat. Still, director Alex Turner has certainly give it the old college try, with a spot that feels more like a Hollywood trailer for a children's film than a breakfast cereal commercial.
Monstercatch
The film (above) is called “Monstercatch,” and sees a child unleashing a magical world by simply pouring a bowl of Honey Monster Puffs (I'm never going to get used to that name). The ad is even soundtracking by the Royal Philharmonic orchestra, and has a twee, rhyming voiceover (very Doctor Seuss), which lends the piece a classic, almost Disneyesque tone. There is no speaking role for the monster himself though, but maybe that's for the best, given he was hardly a great wordsmith in his previous lives.
Alongside the film, Halo Foods have set about completely transforming the brand, not only changing the name and the ingredients to include more honey and less sugar, but completely altering the packaging and official website. A number of social media executions and promotions are also planned for the year ahead to help put the brand back at the head of the breakfast table.
The film is called “Monstercatch,” and sees a child unleashing a magical world by simply pouring a bowl of Honey Monster Puffs
Halo Foods marketing director Andy Valentine, said the decision to bring back to Honey Monster in such a big way was an easy one to make. “From talking to consumers,” he said, “It was very clear just how much fondness and nostalgia there was towards the Honey Monster.” The challenge, however, was to “Bring him out of the shadows and to introduce the Honey Monster to a whole new generation.” Initial reaction to the rebranding has reportedly been “Fantastic,” and they've already seen an increase in sales. Valentine also added that the upcoming plans they have for 2015 (“Especially the triumphant return of the Honey Monster to UK TV screens,”) will only add to this recent upshoot. Could 2015 be the year of the Honey Monster?
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He was terrified of the Honey Monster as a child, but more so by Bertie Bassett!
