Cinnamon Toast Crunch

Cinnamon Toast Crunch has a brand identity that centers around the Cinnamojis, their mischievous, cinnadust-sprinkling characters. We developed a multi-year platform that empowers the Cinnamojis to ‘Dust Stuff Up’ –– spreading cinnadust and absurdity to cultural moments and activations.

For this year, the goal was to connect with Hispanic teens by finding a culturally resonant platform that combined fun, chaos, and a shared love of spectacle – the WWE.

We developed a campaign that brought the Cinnamojis into the electrifying world of WWE, leaning into the energy and drama of wrestling culture.

We tapped into the fandom surrounding Rey Mysterio, a wrestling legend and cultural icon, and introduced three custom Luchador-inspired cereal characters designed to amplify the chaos.

The strategy leveraged WWE’s extensive media ecosystem, using their superstars, events, and channels to create maximum visibility and engagement. From physical activations to digital content, we built a campaign that made the Cinnamojis feel like they belonged in the ring, creating an unforgettable crossover at WrestleMania.