Most people are familiar with the brand of cereal called Cheerios.  Since its conception in 1941, this puffed oat has been a stable on breakfast tables for decades.  General Mills, who is the U. S. based owner of this particular cereal originally marketed it under the name of CherriOats. To General Mills’ dismay, the name CherriOats was already being used. So around 1945 the company decided to change the name to what we know it as today Cheerios.  Lester Borchardt, the creator of Cheerios, in a time when the only cereal’s made where grape nuts and cornflakes decided to embark on the creation of the puffed oat.  After several failed attempts and considerable amounts of money finally after what seemed like months and months developed the first machine that produced the first puffed oat. 

      When the time came for this product to be packaged and distributed, General Mills’ and its marketing team came up with Cherry O’Leary and Joe Idea as Cheerios first mascots. Cherry O’ Leary and Joe Idea used some of the slogans such as “The breakfast food you always wanted”, “Cheer up with Cheerioats”, “Cheerioats For Fighters On The Homefront”, Cheerioats The New Flavor King Of Cereals”, and “Look! An Oat Cereal All Ready To Eat." In the early 1940’s, television was not as popular as is today so Cherry O’Leary and Joe Idea were widely used in print form for Cheerios first attempts at advertising.  In an attempt to reach more consumers, the marketing team at General Mills’ devised a forward thinking decision to sponsor a radio show.  This radio show in collaboration with the Lone Ranger inevitably helped Cheerios to leap past its competitor Kellogg’s for the top spot as the U.S. top rated cereal.  Then again in the 1950’s and 60’s cheerios mascot changed to Sue and Cheerio kid who would show ads of the Cheerio kid helping Sue who would wind up in various sticky situations. Also in the 1960’s with the help of Disney, and the Lone Ranger, Cheerios begin providing kids who ate the cereal a miniature size toy of The Lone Ranger and Silver.