Cinnamon Toast Crunch’s new ad wants to appeal to older teens with a cereal killer story. While their commercials have always showed cereal-piece characters eating each other, it looks like Cinnamon Toast Crunch is having their own “dark” mascot death moment—just like Duolingo did earlier this year. The “Must Cinnadust” campaign shows cereal killers eating their own kind, murdering each other in alleyways and storing cinnamon bits in their freezers, all while internally contemplating their dark acts. The company says they’re not trying to reinvent the joke, but instead evolve the cereal cannibalism shtick into a darker, more in-depth storytelling experience for a generation that “grew up with the brand and is now looking for something with a little more bite.” (Ad Age)
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