Cornflakes giant Kellogg’s wants to benefit from the hype around Twitch. They are bringing the 70-year-old “Frosties” mascot “Tony the Tiger” as a VTuber to the streaming platform and have already hired some Twitch streamers to join in. With a two-hour stream of a battle royale game, they aim to capture the cool gaming community. A special feature: they advertise with a “milk-cooled” PC.
Is this serious? Yes, it is serious. On August 15, Kellogg’s proudly announced: “Kellogg’s Frosties Flakes and Tony the Tiger reach the ‘next level of fun’.” They have made a deal with Twitch to bring Tony the Tiger as a “VTuber” on Twitch.
What the hell is a VTuber? A VTuber is a current trend on Twitch: the actual streamer does not appear themselves but is represented by a computer-generated avatar.
Some tech-savvy streamers have had great success with this, but the avatar is mostly an anime-girl with a slightly aggressive or lethargic attitude rather than a waterskiing cartoon tiger.
What is Tony the Tiger doing on Twitch? The old tiger was registered as a brand in 1952. Tony wants to sell Frosties again – like before. He will hold a two-hour livestream and showcase his custom PC, which is cooled by milk, keeping everything running smoothly. It is said they will play a “current battle royale” game.
Kellogg’s has also hired 3 second-tier Twitch streamers for the stream on August 19. Apparently, the A-listers like Pokimane or xQc were not willing to be seen next to a virtual tiger.
They are:
- Goldglove – 1.4 million followers, 800 viewers on average, streams a lot of Escape from Tarkov and a baseball game
- Chrissyofficial – 193,000 followers, 1,340 viewers on average, known for Teamfight Tactics and Valorant
- BigCheese – 60,000 followers, 700 viewers on average, streams Call of Duty and Tetris
Twitch can be sweet even without sugar:
Why is Kellogg’s doing this? Kellogg’s is open about it; they want to reach a new target audience and believe this can work. They speak of 31 million average viewers that could be addressed on Twitch.
Twitch is stepping up and emphasizes how extremely strong “VTubing content” is growing.
However, there is a difference between someone entertaining their fans as a VTuber or trying to sell them cornflakes with a lot of sugar.
This is the most successful German VTuber:
