And the dimensionality is of the later packaging of this cereal is trying to reach out to children in more than a metaphoric way. Ads have become louder, more aggressive, more in-your-face. It’s part of a larger trend in the marketing to children that’s taken place in the past few decades.
There is a satisfying order to the retro packaging that the newer iterations doesn’t have. The logo of the original packaging is done in a straightforward Clarendon, with the retro packaging is a more whimsical original typeface that looks more retro than the 60s version. This is something that newer style of packaging doesn’t offer. If we compare it with the original packing of the cereal from the mid-60s, we see that the retro packaging keeps the original tag line of “Stays Crunchy… Even in Milk.” They also share the offering small collectible, with the original promising a stamp and the retro version advertising a collectible card. There is a straightforward order to the foreground/background relationship, with the cereal in the foreground. The Retro Crunch packaging by contrast is flatter and simpler. This dimensionality is further emphasized by the foreshortening of the Cap’n’s arm and spoon, which looks to break the plane of the box with the bowl and spill out into the cereal aisle. The logo also has volume, with shaded letters rolling back and pushing forward into space. The shading of the newer Cap’n had added pillowy volume to the figure. The bolder, flatter style of the illustration and of the logo is a refreshing change from the modeled rendering of the newer packaging. No ordinary bucket list would do, so to celebrate the momentous occasion, Complex has created unique illustrations that interpret each item on the Cap’n’s ‘Crunch It List’ showcasing the adventures the Cap’n could embark on for the big 6-0.In the summer of 2010, Quaker Oats released vintage-styled packaging for three of its Cap’n Crunch cereals – Peanut Butter Crunch, Crunchberry and the original Cap’n Crunch. So, with sixty adventure-filled years of experience, what’s left for Cap’n to do?įor Cap’n, age is just a state of mind, and he has way more sights to see and things to pursue for his 60th. The beloved, mustached mascot has spent the better part of the last century not only sailing the Milky Seas around Crunch Island with his nautical crew Alfie, Dave, Carlye, and Seadog, but providing moments and thrills for generations of families throughout the world. This also means that the Cap’n himself – Horatio Magellan Crunch, who has led quite the adventurous life, is celebrating his 60th birthday. Cap’n Crunch is celebrating his 60th birthday with the release of a brand-new birthday-themed flavor, Birthday Crunch.
Introduced to the world in 1963, this cereal became one of the greatest additions to any breakfast table, with a palette of delicious flavors ranging from Peanut Butter Crunch to the classic Crunch Berries. It’s official, Cap’n Crunch cereal is celebrating a milestone 60th birthday this year.
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