When Peter Lohmeier first joined Leo Burnett in 1974, the Kellogg’s Froot Loops account, brightly colored mascot Toucan Sam, and its tagline “Follow your nose!” had currently been with the agency for four years. The cereal had been around much much longer than that, debuting in 1963. In time, Lohmeier would rise from rotating through workplaces (there wasn’t any office an are available when he arrived) with a small cardboard box complete of his thing to become a an innovative director and also work at the agency for 30 years.

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First on the agenda, in addition to handling accounts for critter clients prefer 9Lives and Pillsbury, was the task of taking treatment of Toucan Sam. Tiny did Lohmeier recognize that the style work he placed in then would certainly ensure the mascot continue to be beloved through adults and also kids everywhere for decades.


Who was this unexplained bird and also why did he savor Froot Loops for this reason much? as soon as I spoke to Lohmeier a few months ago, he admitted that there to be a specific celebrity who influenced the icon’s persona. “Toucan Sam to be structured ~ the gibbs Ronald Colman,” Lohmeier explained, “Colman was dashing, debonair. Toucan Sam needed to sound a little bit exotic because he had actually such a various edge than many characters.”

That leaf — one of wit and elegance — bound in nicely through both the brand and its mascot. When it was initially introduced, Froot Loops contained orange, lemon, and lime flavors. Genuine toucans eat fruit, therefore the personality of Toucan Sam had a similar diet. He caught the breakfast scent and followed his nose to find and also eat the fruity cereal. Also the three shades ~ above his beak reflected his quest, then-representing the colour of the original Froot Loops lineup.

Toucan Sam didn’t follow his sleep alone either. He had actually a trio the nephews, Puey, Susey, and also Louis, who acted as his younger counterpoints. “Toucan Sam was your teacher and also was constantly a little bit older than the nephews.” Lohmeier says. Together such, the nephews might literally be stand-ins because that real kids watching the commercials that can react and have fun.

What specifically did Toucan Sam teach his infant nephews throughout their impressionable years? Pig Latin! The foursome would experience action-packed adventures years later, but as baby birds they every took Pig Latin 101 lessons. Voice gibbs Mel Blanc noted the icon’s voice in the beginning, with Paul Frees adopting a brothers accent and also Maurice LaMarche acquisition on the function after Frees passed away in 1988.

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Lohmeier describes the storyboards that did because that the character end the years together “a colorful labyrinth the situations.” when Lohmeier operated on loads of Froot Loops campaigns, he recalls one in details from the 1990s that stood the end the most. This commercial spot depicts teenage test topics being studied for experiments. Suddenly, Froot Loops begin to invade the subconscious! The subject’s taste and smell senses space overwhelmed and so is the machinery, which fizzles out when Toucan Sam mirrors up. Lohmeier notes that ago then, Toucan Sam was shown as gift younger and targeted adolescents along through kids. The “dream campaign” to be a hit, no a snooze, with fans and gradually developed to feature brand-new flavors.

Today, Lohmeier continues to execute freelance work with Kellogg’s and also carries an one-of-a-kind soft spot for the “Follow her Nose” campaign and its mascot in his heart. That still to trust there’s more than sufficient room because that Toucan Sam come exist in today’s landscape, so long as the character is true to its sense of self. “If you have a character, you need to really know the character. You need to write favor that. You have to be in their shoes.”