Rice Krispies Ad – April 9, 1936

Kellogg's Rice Krispies cereal has been a regular topic on this blog for some time. 

One of the reasons is that I once traded some emails with Nels Winkless, who is the son of the advertising executive who composed the classic Rice Krispies song (Snap! Crackle! Pop! Rice Krispies!). His reminisce about how his father N. B. Winkless came up with the melody was the subject of this post, and is now the generally accepted explanation found all over the internet. I'm kind of proud of that.

I've also written about Rice Krispies Marshmallow Treats, as well as the special retro Rice Krispies box sold at Target in 2013 (featuring the 1960s version of Snap, Crackle and Pop). 

Anyway, ninety years ago today the ad for Rice Krispies at the top of this post ran in the Lorain Journal on April 9, 1936. It's part of a series that do not include the famous elfin trio. 

I wasn't a big fan of the original version of Snap, Crackle and Pop. Here's what they looked like in a Journal ad from three years earlier.

It's kind of interesting that at some point the three elves each received new headgear: Snap, a baker's hat; Crackle, a stocking cap; and Pop, a military hat.

Over the decades, the three cereal hucksters have been redesigned countless times, usually improving them to make them more appealing. I'm still partial to how they looked on the box when I was growing up in the 1960s and 70s.

When they started appearing in those great TV commercials with the Rice Krispies song, they were simplified (below) and I liked that version too. They looked like that on the box for several decades and for me, that was their definitive look. 

They've been redesigned many times since then, probably to freshen up the package. Unfortunately, I'm not a fan of the current design of the lovable threesome. Their heavy-lidded eyes and glazed look to me says 'stoned' (which coincides nicely with the legalization of recreational marijuana).

Note how the severely pointed ears 'pop' out on one side of their noggins, without a trace of a corresponding ear on the other side. 

However, their Canadian counterparts look pretty good – energetic, with a lot of personality. (I just finished a box a few weeks ago, eh.)

Now if Kellogg's could only remove those hard-as-rock grain nuggets that sometimes make their way into the cereal. In the past few years, I've sent Kellogg's several samples of these little pieces of cereal shrapnel in small, labeled plastic bags, providing lot information, date, etc. Never heard back.

Nevertheless, I still can't resist buying a box of Rice Krispies every now and then. I just chew it carefully to avoid the 'crackle' coming from one of my aging molars.