Marketing
The advertisements feature its mascot, an anthropomorphic cartoon bear character known as Sugar Bear, who sings the jingle, "Can't get enough of that Golden Crisp." In the 1980s, Sugar Bear could turn into "Super Bear" upon eating it, and the jingle was appended, "it's got the crunch with punch". Sugar Bear's voice, provided by Gerry Matthews for forty years, was reminiscent of Bing Crosby or Dean Martin.
Golden Crisp has undergone drastic changes in marketing over the years, including changing the name from Sugar Crisp to Super Sugar Crisp to Super Golden Crisp (during a time when many cereals dropped the word "Sugar" from their titles) to the current name. The focus of advertising shifted from targeting children to including parents, by downplaying the sweet taste (and associated sugar content).
In the late 1970s, there was a short-lived variation on the original Sugar Crisp, called Super Orange Crisp, which had orange-flavored O's in it.
The product is still sold as Sugar Crisp in some areas, mainly in the Canadian market. In Canada, the box still displays Sugar Bear, whose jingle was always "Can't get enough of that Sugar Crisp." The brand name "Golden Crisp" is not used in Canadian markets.
Read more about this topic: Golden Crisp