How Alpen U.K. Cheekily Turned a Retired Cereal Mascot Into a Muesli Fan

By Heather Taylor, Editor-in-Chief, PopIcon

As human beings get older, their tastes tend to evolve and mature. Such cannot be said for brand mascots, especially those in the breakfast space. Tony the Tiger is likely to be advocating that Frosted Flakes are GR-R-R-EAT! indefinitely. Toucan Sam will be perpetually following his nose in pursuit of Froot Loops. And Lucky the Leprechaun will never not be worrying that everyone is out to get a bowl of his Lucky Charms. It’s eccentric behavior, sure, but it’s what makes these characters such good brand stewards.

Recently, Alpen U.K. pulled off a rather impossible feat. They introduced us to Ralph; a brand mascot that previously made his career endorsing sugary cereals and has since pivoted to successfully advertise muesli in 2025.

“It’s The Grown Up Thing To Do”

Created by Mother London, the spot shows us what a brand mascot’s life might look like if they were advertising a whole new product.

Ralph is a tall (standing at a towering 8 feet, according to STADIUM), bright red monster. He spent 30 years shilling all sorts of cereals. His emphasis was on anything with loops or flakes. A series of framed accolades are on the walls of his home, each photo more bug-eyed than the next.

But that was 30 years ago. Now, Ralph wears glasses. He putters around his expansive estate in slippers and a robe. A sugar rush first thing in the morning just doesn’t hold the same appeal anymore, especially when compared to a bowl of muesli.

He happily advertises for Alpen muesli and its “well-rounded” taste of rolled oats, roasted nuts and juicy raisins in every spoonful.

Yes, Alpen’s muesli is “the grown up thing to do” even if this character tends to eat it as messily as it’s implied he consumed cereal back in his flakes ‘n loops era. It’s also a nice touch to watch his eyes bulge out once more as he stuffs his face. Some things never change.

Could an American cereal mascot pull off this kind of pivot?

It’s a safe bet consumers would be more than a little freaked out if mascots like Tony the Tiger, Toucan Sam and Lucky the Leprechaun decided that their new obsession was the taste of oatmeal.

Maybe Lucky the Leprechaun could get away with referring to overnight oats as “magically nutritious!” Is that tagline working for anyone else?

About the Author

Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.