Frosted Flakes had generations of brand equity, but Tony the Tiger had become a stranger to the teens we needed to reach. They didn’t know what he stood for or why he belonged in their world. We saw a way to give Tony a new role: the Day One in their corner, reminding them that greatness was already in them.

That became “It’s Already In You.” Tony wasn’t there to tell teens who to be. He was there to help them trust the voice inside that says, I got this.

We brought that idea to life with JID, whose connection to Tony made the story personal. Together, they reimagined the iconic “Hey Tony!” jingle as a hip-hop single built to live beyond the ad. The music opened the door to a limited-edition capsule collection, collectible Day One cereal boxes, and a community Bowl Game that brought the idea back to the sport JID grew up playing.