17370: BHM 2026—Kellogg’s.

It might not be an official BHM 2026 tribute, but MediaPost reported Kellogg’s gave Tony the Tiger a hip-hop reboot.

 

The campaign underscores how White brands, White advertising agencies, and White critters love hip hop.

 

Cultural appropriation is Gr-r-reat!

 

Kellogg’s Gives Tony The Tiger Hip Hop Reboot

 

By Sarah Mahoney

 

In an effort to encourage kids to tap their inner tiger, Kellogg’s is rethinking a classic mascot — and his theme song. The new effort positions the big cat as one of the original “Day Ones,” a long-time friend to teens looking for a mood boost at the breakfast table.

 

Hip-hop artist J.I.D. reimagines Tony’s iconic 1990s jingle, “Hey Tony,” tying it to a limited-edition Kellogg’s Frosted Flakes release. To build cultural buzz, the brand is also introducing Tony the Tiger x J.I.D. “Day Ones” merchandise, along with a special “Day Ones” cereal box featuring J.I.D. on the packaging. A QR code takes people to a full-length version of the track on Spotify.

 

The drop includes a full-length version of the track, with original verses designed to echo Tony’s signature motivational energy — a reflection, the company says, of the confidence and optimism the brand hopes to inspire.

 

“Kellogg’s Frosted Flakes and Tony the Tiger have always stood for encouragement and belief,” said Laura Newman, vice president of brand marketing at WK Kellogg Co., in the release. “Hip-hop is a culture built on that same energy, so teaming up with J.I.D. was a natural connection for us to bring back ‘Hey Tony’ in a way that honors helping to bring out your greatness for a new generation.”

 

The packaging also includes a QR code linking to the track on Spotify. The song is set to debut next week at the brand’s “Day Ones” Bowl Game, a showcase featuring a marching-band-driven pep rally, including a performance by Stephenson High School’s “Sonic Sound” Marching Band from Stone Mountain, Georgia, J.I.D.’s alma mater. Four local teams will compete in a 7-on-7 football playoff for the title.

 

WK Kellogg Co., home to numerous breakfast cereal brands, was acquired last summer by the Ferrero Group for $3.1 billion. The Luxembourg-based company, best known for its extensive candy portfolio, described the acquisition as part of its growth strategy to expand across more consumption occasions “with renowned beloved brands and strong consumer relevance.” 

16030: Tony The Tiger Presents A Breakfast Offer You Can’t Refuse…?

 

Here’s some background information about Tony the Tiger:

 

Tony began to be humanized in the 1970s; he was given an Italian-American nationality and consumers were briefly introduced to more of Tony’s family including Mama Tony, Mrs. Tony, and a daughter, Antoinette. Tony was a popular figure among the young Italian-American population and it showed in 1974, where he was deemed “Tiger of the Year” in an advertising theme taken from the Chinese Lunar Calendar. The advertising theme declared, “This is the Year of the Tiger and Tony is the Tiger of the Year.” Later that year, Tony graced the covers of Italian GQ and Panorama. In addition to Tony’s success, during this decade, son Tony Jr. was even given his own short-lived cereal in 1975, Frosted Rice. He would make a comeback in the 2000s by replacing his father as the official mascot.

 

Amazing that Kellogg’s Frosted Flakes advertising over the years has never exploited Tony’s heritage, integrating Mafia stereotypes or Fat Tony references. The brand has introduced Tony’s wife, son, daughter and mother—but no Godfather…?