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Pow! The Lost Legend of Rice Krispies’ Space Age Mascot
THE RICE KRISPIES’ SPACE-AGE SIDEKICK
Quick question! How many elves are on a Rice Krispies box? Most of us know that it’s three, with their clever names based on the sounds puffed rice cereal makes in milk — Snap! Crackle! Pop! But did you know that in the early 1950s, Kellogg’s briefly had an out-of-this-world fourth friend appear in two commercials? His name was Pow, a spaceman character designed to represent “the power of whole grain rice,” from which marketers derived his moniker. Zipping around on flying saucers with the original elves, he wore a helmet and put “power into every lightweight spoonful of Kellogg’s Rice Krispies!” The themed campaign, with replica patches from every manned mission to space up through Apollo 10 as box prizes, aimed to capitalize on the time’s pop culture, which was heavily influenced by the beginning of the space race. According to Smithsonian Magazine, while Pow might have been a flash-in-the- pan character designed to last about as long as the public’s interest in the space race, his three onomatopoetic counterparts hold the title of being the “first and longest-running cartoon mascots to represent a Kellogg’s product.” Having inspired dozens of beloved characters since — from Tony the Tiger to Buzz the Honey Bee and beyond — Snap, Crackle, and Pop are about as classic a team as cereal and milk, with Pow a worthy honorable mention.
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