Cinnamon Toast Crunch’s cereal-shaped emoji characters – Cinnamojis, as the brand calls them – have appeared in sports stadiums (even behind home plate) and elsewhere over the past few months. Now, they’ve finally made it to the breakfast bowl.
For a limited time, the brand will produce “Cinnamoji Toast Crunch,” in which the character faces will be imprinted on the cereal pieces for the first time (using the same technology that imprints the cereal with swirls).
“If there is anything to take away from the Cinnamojis, one can only expect the unexpected,” said Mindy Murray, senior marketing communications manager at General Mills. “When planning their next spotting, it only made sense for the characters known for unpredictable gestures to delight fans by showing up in their bowls.”
The brand is also giving fans a chance to get in on the action via a sweepstakes with the prize of a customized box of cereal that features the winner re-created as a Cinnamoji. Fans can enter the contest at cinnamojime.com.
“After the Cinnamoji Takeover series was created, we knew we needed to offer our fans the chance at their own exclusive Cinnamon Toast Crunch box,” Murray said. “Winners will provide a few personal details and then the Cinnamojis will create an epic Cinnamoji-fied version of the fan in their own custom Cinnamon Toast Crunch box.”
Finally, the brand is amping up its celebrity partnerships, releasing limited-edition online exclusive boxes that depict renderings of notables such as Chloe Kim, Justin Jefferson, SpongeBob SquarePants, Leslie Grace and Manuel Turizo as Cinnamojis.
“Our biggest fans are always looking for inspiration and a disruption of the typical monotony of the day-to-day,” Murray said. “The Cinnamojis have come to learn about a few of their superfans, so they’re teaming up with them to create epic limited-edition boxes and swag. Each box is a personal tribute to the celebrity, featuring their Cinnamoji doppelganger on the front, with a few surprises on the back.”
The first of the celebrity boxes will drop on January 27, with packaging featuring snowboarding icon Chloe Kim (who is also partnering with CTC-sister brand Go-Gurt to create a special Sno-Gurt product). The company will only produce 10,000 boxes with Kim’s image on them. The remaining celebrity packages will roll out weekly beginning in late February.
