Tony the Tiger, the recognizable brand mascot of Kellogg’s Frosted Flakes, is now a VTuber. According to a recent press release from the company, the interactive VTuber is part of Kellogg’s campaign to tap into the growing Twitch community.
The press release also noted that the Tony the Tiger VTuber will be streaming on Twitch on August 19 (5:00-7:00 PM PST) alongside streamers Brennon “GoldGlove” O'Neill, Chrissy Costanza, and Jakeem “BigCheese” Johnson.
“Kellogg's Frosted Flakes and Tony the Tiger are always looking for ways to connect with lifelong fans and the next generation of cereal lovers, whether that's through releasing new fun flavors of Kellogg's Frosted Flakes or by showing up in new places," said Sadie Garcia, Director of Brand Marketing at Kellogg All Family Cereal.
The campaign is called Tony the Tiger's GR-R-REAT CEREAL BOWL OF GR-R-REATNESS, and is done exclusively in partnership with Twitch.
Adam Harris, Global Head of Twitch's Brand Partnership Studio, commented, “This innovative concept taps into the growing popularity of VTubing on Twitch, where we saw VTubing content increase 467% YoY last year. Together with Kellogg's Frosted Flakes, we're producing a made-for-the-Twitch community live experience that introduces a beloved character to well-known Twitch streamers, fosters a healthy dose of competition, and encourages viewers to interact with Tony the Tiger in real-time in chat.”
Tony the Tiger’s VTuber is the latest slew of brands who have turned their recognizable mascots into VTubers, including Sega’s Sonic the Hedgehog, Tails, and Knuckles; as well as Crunchyroll’s Hime.