United States
Cliffy the Clown
Various clowns served as the advertising mascot from 1953 to 1956,[19] including Cliffy the Clown and Lou Jacobs from the Ringling Brothers and Barnum and Bailey Circus. Ads with these clowns were known for showing them doing the "Sugar Smack Swing".
Smaxey the Seal
In 1957, a sailor-suit-wearing seal named Smaxey became the mascot.
Quick Draw McGraw
The Hanna-Barbera cartoon horse sheriff, Quick Draw McGraw, took over in 1961.
The Smackin' Brothers
In 1966, the Smackin' Brothers, two cartoon boys who loved to roughhouse, became the new mascots. These ads usually featured the brothers wanting Sugar Smacks but winding up smacking each other instead. Also during 1966, promotional box designs were briefly introduced featuring characters from Star Trek.[20] Later commercials were similar to most Cheerios commercials as they demonstrated how the cereal was "vitamin-powered". Paul Frees narrated these ads.
Dig'em Frog
In the early 1970s, an Indian Chief appeared briefly, replaced by Dig'em Frog in 1972. He continued as the mascot when the cereal was rechristened Honey Smacks in the early 1980s. In these ads, Dig'em would appear in front of a group of kids, and they would eat some cereal together.
Wally the Bear
Dig 'em was replaced by an animal more associated with honey, Wally the Bear, in 1986 (1984 in France).[21] These ads featured Wally (not to be confused with the Wally Bear from Wally Bear and the NO! Gang) pestering a kid eating a bowl of Honey Smacks and doing anything to get some, and the kid would always refuse or just ignore Wally completely. Animated by Kurtz & Friends, these commercials performed poorly since they seemed too much like the Trix commercials, and Dig'em Frog was brought back the following year by popular demand.
Dig'em Frog (redux)
During the 1990s, advertising campaigns for the cereal featured Dig'em attempting to have a bowl of Smacks while trying to outsmart his nemesis, Kitty. Dig'em's voice was provided by Len Dresslar and later Frank Welker.
