Sugar Pops Pete - One of
the earliest I.D. characters created for television was
Kellogg's western clad prairie dog called Sugar Pops Pete, whose catchphrase jingle chimed "Sugar Pops are
Tops!" Sugar Pops Pete sported a ten-gallon hat and holster with six guns
and fought the nasty outlaw, Billy the Kidder,
(who was so bad that "he wouldn't even help his mother do the
dishes!") and the villainous newspaper editor Bad News Daily.
When Sugar Pops Pete shot his guns, a sparkling spray of sugar
showered the bad guys and turned even the meanest hombre
"sweet" as they could be ["Oh, the Pops are sweeter and the
taste is new. They're shot with sugar, through and through"].
The ad campaign was created by Leo Burnett Agency in the 1950s.
