{"id":21019,"date":"2016-07-18T14:38:00","date_gmt":"2016-07-18T18:38:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21019"},"modified":"2026-10-16T14:41:25","modified_gmt":"2026-10-16T18:41:25","slug":"design-evolution-capn-crunch","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/design-evolution-capn-crunch\/21019\/","title":{"rendered":"Design Evolution: Cap\u2019n Crunch"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Take a look at the&nbsp;opening panel of Cap\u2019n Crunch cereal box designs below. In a sea of blue bicome hats, naval coats with gold epaulettes, and white \u2018staches, you might wonder why I\u2019m writing about a mascot\u2019s design evolution when he appears to have looked the same for over 50 years. Look closer \u2014 when it comes to Cap\u2019n Crunch, it\u2019s all in the details.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1963, the original Cap\u2019n Crunch cereal set sail for grocery stores everywhere from the Quaker Oats Company, led by its signature fun-loving brand mascot Horatio Magellan Crunch and his faithful crew.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cap&amp;apos;n Crunch&amp;apos;s very 1st Commercial\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/uZSjFtdKcCU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Jay Ward Studios, the folks behind classic cartoon characters including&nbsp;<em>Rocky and Bullwinkle<\/em>,&nbsp;<em>Dudley Do-Right<\/em>, and&nbsp;<em>George of the Jungle,<\/em>&nbsp;created Cap\u2019n Crunch. In one of his first commercials, the Cap\u2019n sails on the S.S. Guppy with faithful Seadog by his side. Struggling to wake up his crew to help man the ship (and protect its precious cereal cargo!), he finally rouses everyone awake by whispering that there is Cap\u2019n Crunch, a cereal so \u201cdelightfully sweet and fun to munch because it keeps its crunch,\u201d in the mess hall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The cereal was an instant breakfast hit and would be followed up with Crunch Berries in 1967 and&nbsp;<a href=\"http:\/\/www.capncrunch.com\/#history\">Peanut Butter Crunch in 1969<\/a>. However, one has to wonder how our esteemed mascot was able to enjoy his cereals because Cap\u2019n Crunch wasn\u2019t designed or illustrated with teeth. (Made all the more problematic that he was born on Crunch Island in the Milk Sea.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It wasn\u2019t until the mid-1990s that the Cap\u2019n finally had teeth added to his grin and branched out to become a voyager at sea, on land, and, as seen in the commercial above, even outer space. His most recent makeover in 2005 featured a slightly slimmer Cap\u2019n in commercials and on cereal boxes, joined by his pirate nemesis from the 1960s Jean LaFoot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Crunch-a-tize me, Cap\u2019n!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cap&amp;apos;n Crunch Circus Commercial 2006\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/OihVIAk3eJI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><sup><em>Image credit:&nbsp;<a href=\"http:\/\/www.capncrunch.com\/\">Cap\u2019n Crunch<\/a><\/em><\/sup><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Take a look at the\u00a0opening panel of Cap\u2019n Crunch cereal box designs below. In a sea of blue bicome hats, naval coats with gold epaulettes, and white \u2018staches, you might wonder why I\u2019m writing about a mascot\u2019s design evolution when he appears to have looked the same for over 50 years. Look closer \u2014 when it comes to Cap\u2019n Crunch, it\u2019s all in the details.<\/p>\n","protected":false},"author":26,"featured_media":21020,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-21019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Design Evolution: Cap\u2019n Crunch | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/design-evolution-capn-crunch\/21019\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Design Evolution: Cap\u2019n Crunch\" \/>\n<meta property=\"og:description\" content=\"Take a look at the\u00a0opening panel of Cap\u2019n Crunch cereal box designs below. In a sea of blue bicome hats, naval coats with gold epaulettes, and white \u2018staches, you might wonder why I\u2019m writing about a mascot\u2019s design evolution when he appears to have looked the same for over 50 years. 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