Honey Monster Goes Animated with Peepshow

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Honey Monster Puffs (the cereal formally known as Sugar Puffs) are undertaking another rebrand, with a packaging rethink by Robot Food accompanied by an animated spot by PeepShow .

(Because if Power Rangers can get a reboot in 2017, why not every aspect of your '90s childhood?)

In The Making of Honey Monster Puffs, directed by Peepshow Collective with Pete Mellor as animation director, a flat-feeling Honey Monster navigates bees, machines, and giant swimming pools of wheat, all depicted in bright primary colours, with result somewhere between Yellow Submarine and Charlie Chaplin's Modern Times, particularly in a scene where Honey Monster gets caught up in a system of pipes.

This new ad is part of a larger revamp of the Honey Monster Puffs imagery. The red has been dropped form the red, yellow, and blue packaging you remember from your childhood of rifling through Sugar Puffs to get the pencil top inside the packet, and an animated Honey Monster replaces the more puppet-like original.

This revamp follows a far more extensive rebrand in 2014, when Sugar Puffs became Honey Monster Puffs, reflecting the fact that they replaced 20% of the sugar content with honey, the sugar content, and the fact that calling a cereal 'Sugar Puffs' in our more clean-eating times is the equivalent of calling it 'Crack Puffs' for concerned mothers.

The original Honey Monster, however still lives on on YouTube if you have the real desire to watch a giant and unsettling figure from your childhood again, including this 30-second slice of Cronenbergian piece of body horror: