However in the 1960’s, the association Cheerios had with the Lone Ranger and Silver from their earlier radio days would prove to once again reappear, but this time on television.  Cheerios was on the early tube enticing the young and the old to enjoy their product. Cheerios boxes in this time period came with an optional gun that young boys and girls could buy, for use to play target practice with.  The ad with Lone Ranger depicts him showing young boys and girls exactly how to use this gun.  The gun was called The Lone Ranger Rapid Revolver, and children could order these guns thru Cheerios with proof of two box tops and 50 cents.  This was not the only element General Mills’ was implementing during this time frame, they also were advocating a project called Head Start. Head Start provided families that were disadvantaged with education and healthcare services.

      As the decade progressed on into the 70’s the theme of Cheerios was presumably the same, but they were incorporating a different strategy to their advertising by using average people.  The early ads from the 40’s had portrayed this power packed breakfast with the use of animated cartoon figures. The 70’s ushered in the chance for real individuals to embrace the screen and portray this protein energy cereal, thus encompassing these puffed oats as something that provides you with a real power packed breakfast.  Kellogg’s, on the other hand was introducing cereals that had various flavors.  With this new competition, Borchardt and his team developed what we know today as Cinnamon Nut Cheerios, and Honey Nut Cheerios. Cinnamon Nut Cheerios came out in the year of 1976, followed next by Honey Nut Cheerios in 1979.  These flavors helped Cheerios to compete with Kellogg’s array of new flavoring cereals. Thru the decades of the 60’s and 70’s, Cheerios remained a stable with consumers.       Television came to subdue Radio, and Cheerios started incorporating average people in their advertising.  Moreover, when Honey Nut Cheerios came out, the advertising team once again went back to having an animated mascot.  This Honey Bee, which is called BuzzBee, is still depicted on cereal boxes today.  The flavors include those of naturally flavored almond nuts, golden honey, and are made infused with naturally whole grain oats. Honey nut Cheerios is the best –selling cereal in the U. S. today.