Cap'n Crunch is depicted as a late 18th-century naval captain, an elderly gentleman with white eyebrows and a white moustache, who wears a Revolutionary-style naval uniform: a bicorne hat emblazoned with a "C" and a gold-epauletted blue coat with gold bars on the sleeves. The product line is heralded by a cartoon mascot named Cap'n Crunch. Quaker Oats had a marketing plan for Cap'n Crunch, before it had developed the cereal. The commercials themselves were originally produced by Jay Ward Productions. The character was created by Allan Burns, who became known for co-creating The Munsters and The Mary Tyler Moore Show. Reinhart developed a technique in the manufacture of Cap'n Crunch, using oil in its recipe as a flavor delivery mechanism-which initially made the cereal difficult to bake properly. for his leadership in directing the development team of Cap'n Crunch. Peters Award to Robert Rountree Reinhart, Sr. In 1965, the Quaker Oats Company awarded the Fredus N. Little, Low had also worked on the flavors for Heath, Mounds and Almond Joy candy bars. After her death in 2007, The Boston Globe called Low "the mother of Cap'n Crunch". Low created the flavor coating for Cap'n Crunch, describing it as giving the cereal a quality she called "want-more-ishness". Little, developed the original Cap'n Crunch flavor in 1963-recalling a recipe of brown sugar and butter her grandmother Luella Low served over rice at her home in Derry, New Hampshire. They'd put it over the rice and eat it as a kind of a treat on Sundays. Jay Ward’s Animated Cereal Capers is now available on Amazon.Grandma would like to make this concoction with rice and the sauce that she had it was a combination of brown sugar and butter. Let’s put on our Quake hardhats and go back into the cave. It’s akin to the gold nuggets left behind in an old mine shaft. They are the virtually undiscovered cartoons, often not given much thought, but deserving of closer examination. Jay Ward’s animated cereal commercials are a part of the studio’s history. Burns, an Emmy-Award winning screenwriter of “Munsters” and Mary Tyler Moore” fame, is keenly aware nothing in his resume has achieved the global recognition of Cap’n Crunch. Tasked with the assignment, on short notice, to come up with an idea, he scribbled out an old navigator and some kids that would sail aboard a ship known as the Guppy. Perhaps Allan Burns knows best how a sidebar can become iconic. Some entries provide a few detail, but why not a little book about the Cap’n and his Quaker Oats friends? Was it possible to write a book that wouldn’t get soggy in milk? The wonderful world of Jay Ward’s animated cereal commercials has become a sidebar to the studio’s history. It’s fair to say I learned to read via cereal boxes and comic books, not from going to school. Often the back had games, puzzles, or some incredible offer for a premium we could not live without. Like zombies, we stared at the colorfully illustrated boxes. Many of us have fond memories of how the cereal box stayed on the kitchen table when we ate breakfast. And, of course, I begged mom to get the cereals at the grocery store. To me, they were animated mini-adventures sandwiched in between my favorite Saturday morning cartoons. Even at a young age, I knew the Cap’n Crunch, and Quisp and Quake cartoon commercials were created by the same folks. I grew up in the early 1960’s as a fan of the Rocky and Bullwinkle cartoons. Ward’s team gave him some artistic flair. George Lois of Papert, Keonig and Lois Advertising, created Quake. Quake was originally supposed to be a fairy. Ward studios, who created Quisp, tried to come up with his rival but failed. But it appears Quake was doomed from the start. Quisp and Quake, the alien from another world, and the miner from the Earth’s core, engaged in a popularity battle for over a decade. And after that, for a few years, produced King Vitaman cartoons. Ward is the same team that rolled out Quisp and Quake in another series of animated commercials a couple of years later. Cereals had mascots, but to name one after a character was untested water. It was the first time any cereal company launched a brand named after a character. My latest Cartoon Research mini-book, Jay Ward’s Animated Cereal Capers, presents the Cap’n’s story and the men behind his creation in 1962. Guppy is nearly 700-years-old? And, if he submitted a sample to 23andMe DNA it would reveal he was half Viking and half Native-American? The Cap’n’s mother was a “young Indian girl” named Gidget Running Star. It’s a safe bet to say anyone reading this knows Cap’n Crunch.
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