The honey smacks frog mascot, Dig’em, created an unexpected protest movement at the time he vanished from breakfast tables in 1986. His retirement from the cereal box affected college students so deeply that they took to the streets. A dedicated group called “Frog-Aid” emerged to bring him back.
Nobody could have predicted this beloved character’s lasting effect on breakfast culture after he first hopped onto cereal boxes in 1972. Leo Burnett’s James Mackey created him as “a little frog with a big voice.” Dig’em grew beyond his role as the face of Honey Smacks cereal and became a cultural icon that has stayed relevant for over five decades.
The story of this amphibian ambassador continues to engage breakfast enthusiasts today. His trip from Sugar Smacks mascot to a pop culture phenomenon shows how a simple character can reshape the breakfast scene for generations.
The Birth of an Icon: How Honey Smacks Cereal Got Its Frog
Kellogg’s started making sweetened puffed wheat cereal back in 1953 with a product called Sugar Smacks. The cereal wasn’t exactly groundbreaking – they created it to compete with Post’s Sugar Crisp from four years earlier. All the same, this sweet breakfast treat would become home to one of America’s favorite cereal mascots.
James Mackey’s Creative Vision at Leo Burnett
The early 1970s saw Kellogg’s team feeling their Sugar Smacks cereal needed a fresh look to appeal to younger audiences. They reached out to Chicago’s Leo Burnett advertising agency, where Executive Art Director James Mackey would create an iconic character.
Mackey spent 20 years at Leo Burnett after joining in 1963. He didn’t bother with focus groups or complex market research. A writer at the agency came up with the name “Dig’Em,” and Mackey simply drew the frog character straight from his imagination. His simple approach struck a chord right away – people loved the fun-loving frog with his backwards baseball cap.
The first Dig’Em design captured the spirit of the early 1970s. His relaxed attitude and “raspy, rich ribbits” about the cereal’s great taste matched the cool vibe of the era. Kids who loved sweet breakfast cereals couldn’t get enough of him.
The Transition from Sugar Smacks to Honey Smacks
Dig’Em made his debut in 1972, and the cereal he represented went through big changes in the 1980s. The product’s name changed from Sugar Smacks to Honey Smacks. This switch came from growing concerns about sugar in children’s foods.
The name change was mostly for show – the sugar content stayed pretty much the same. Modern Honey Smacks still contains about 56% sugar by weight, which means each piece is more than half sugar. The 1990s saw another brief change to just “Smacks” before returning to “Honey Smacks” in 2004 in the US market.
Dig’Em stayed the face of the brand through these changes, though his look evolved a bit. The current version looks different from Mackey’s first design. James’s wife Linda points out that “People want the original back”.
Why a Frog was Chosen as The Mascot
A frog might seem like an odd choice to represent a honey-sweetened cereal, but it turned out to be marketing genius. The cereal tried several mascots before Dig’Em showed up in 1972. These included Cliffy the Clown (1953-1956), Smaxey the Seal (1957), Quick Draw McGraw (1961), and the Smackin’ Brothers (1966).
An Indian Chief briefly represented the cereal in the early 1970s. None of these characters captured the playful energy Kellogg’s wanted.
Frogs make great mascots for several reasons. Kids naturally love their jumping and unique sounds. The character description as “a little frog with a big voice” created an underdog quality kids could relate to. His backwards cap and cool personality fit perfectly with the brand’s goal of creating a “hip character” for “more fun-oriented appeal”.
Dig’Em’s popularity became crystal clear in 1986. Kellogg’s tried replacing him with Wally the Bear, but college students protested and demanded the frog’s return. The beloved amphibian jumped back onto cereal boxes just a year later.
Evolution of Dig’em: The Changing Face of the Cereal Mascot Frog
The honey smacks frog has gone through many more transformations since 1972. He adapted to changing design trends and managed to keep his appeal to young cereal lovers.
Original 1970s Design Elements
The Dig’em Frog design captured the spirit of early 70s youth culture. People called him “a little frog with a big voice,” and his child-friendly look struck a chord with kids. His first version had a cute, childlike look with a baseball cap, light jacket, and tennis shoes.
Dig’em always carried a spoon in early ads to show his love for breakfast cereal. These familiar touches helped kids connect with him—even though he was a frog, his accessories and attitude made him feel like their friend.
James Mackey’s design brilliantly mixed human-like features with classic frog traits. This created a mascot that stood out among other cereal characters during what many call the golden age of breakfast cereal advertising.
Voice Actors Behind The Character
Several talented voice actors brought Dig’em’s unique voice to life over the decades. Frank Welker, Howard Morris, Len Dresslar, Larry Moran, and Jeff Morrow each added their special touch to the character. They all kept his signature raspy, energetic style that kids loved.
Len Dresslar first gave Dig’em his voice before Frank Welker stepped in. The character’s voice played a vital part in shaping his personality—he always showed excitement about Honey Smacks and loved getting kids to try the cereal.
The character proved his cultural impact beyond cereal ads. He appeared in shows like “Drawn Together” with Jess Harnell’s voice and “South Park: The End of Obesity” voiced by Trey Parker.
Design Updates Through The Decades
Dig’em’s look evolved as children’s tastes changed. After he came back to replace Wally Bear in 1986-87, his appearance kept developing. His classic 70s style gradually transformed into something more modern.
The 1990s brought new adventures for Dig’em. Ads showed him trying to enjoy his Smacks while outsmarting Kitty until about 1997. These stories added depth to his character beyond just selling cereal.
Today’s Honey Smacks frog looks more hip and modern than his first version. Kids’ expectations changed, and Dig’em changed with them. He kept his frog features and signature baseball cap while updating his style for today’s young audience.
Dig’em stands out from other mascots that completely changed or disappeared. He stayed true to who he was—the excited champion of Honey Smacks cereal. This shows how a well-designed character can last through the years.
The Great Mascot Controversy: When the Frog Cereal Box Disappeared
A shocking business decision shook the breakfast world in 1986. Kellogg’s suddenly removed the beloved honey smacks frog from cereal boxes across the country. This unexpected mascot swap became one of the biggest marketing blunders in cereal history.
Replacement by Wally Bear
The popular Dig’em Frog had been the face of sweetened wheat puffs for 14 years when Kellogg’s suddenly retired him. The company replaced him with Wally the Bear, believing a bear would better connect with honey – a key ingredient in the product name.
This new mascot completely changed their advertising strategy. Unlike Dig’em who proudly made Honey Smacks cereal, Wally came across as desperate to get his paws on the honey-sweet breakfast. TV commercials featured Wally bothering kids who ate Honey Smacks. He tried every trick to get the cereal but always failed.
Kurtz & Friends animated these commercials where Wally would beg: “If I don’t get my honey sweet taste, my fur will fall right out.” Kids didn’t connect with this desperate character. Many felt his commercials were too similar to the Trix Rabbit’s endless quest for forbidden cereal.
People reacted quickly and strongly. College students took to the streets to protest and demand Dig’em’s return. Some even started a group called “Frog-Aid” to bring back their amphibian friend. Kellogg’s soon realized they had made a huge mistake.
The public outcry worked. The company made an unprecedented decision to bring Dig’em back in 1987, just one year later. The frog’s comeback showed how deeply customers cared about their cereal mascot. Their emotional connection was strong enough to make one of America’s biggest food companies reverse course.
FAQs
Ans: A frog was chosen as the mascot for its appeal to children, with its jumping abilities and distinctive sounds. The character, Dig'em, was created as "a little frog with a big voice," giving it an underdog quality that resonated with young audiences. His backwards baseball cap and cool demeanor aligned perfectly with the brand's desire for a hip, fun-oriented appeal.
Ans: In 2018, Kellogg's issued a recall for Honey Smacks cereal due to potential Salmonella contamination. The recall affected 15.3 ounce and 23 ounce boxes with specific "best by" dates. This led to a temporary halt in production while the issue was investigated and resolved.
Ans: The cereal was originally introduced in 1953 as "Sugar Smacks." In the 1980s, it was renamed "Honey Smacks" to downplay its sugar content, although the actual sugar content remained unchanged. In the 1990s, it was briefly known simply as "Smacks" before returning to "Honey Smacks" in 2004 in the US market.
Ans: In 1986, Kellogg's replaced Dig'em with a new mascot named Wally the Bear. This decision sparked protests from college students who demanded the frog's return. A group called "Frog-Aid" was even formed to campaign for Dig'em's comeback. Due to this public outcry, Kellogg's brought Dig'em back just one year later in 1987.
Ans: The original Honey Smacks frog mascot, Dig'em, was created by James Mackey, an Executive Art Director at the Leo Burnett advertising agency in Chicago. Mackey drew the character "out of his head" after a writer at the agency developed the name "Dig'Em." His straightforward creative approach resulted in a character that immediately resonated with audiences.
