Thursday, December 23, 2010

Trix Rabbit

Trix is a brand of breakfast cereal made by General Mills for the North American and by Nestlé for the European, South American and Asian markets. The cereal consists of fruit-flavored, sweetened, ground-corn pieces. These were originally round cereal pieces, but were later changed to puffed fruit-shaped pieces. In January 2007, Trix Cereal company General Mills returned Trix cereal to their original shape.


Trix cereal, when first introduced in 1954 by General Mills, was more than 46% sugar. In 1992 Trix replaced the original round balls shape with fruit-shaped pieces. Five new fruit shapes and colors were added over the years: Grapity purple (1984-1995), Lime green (1991), Orange Apple Crunch (1997), Wildberry blue (1998-2006), and Watermelon (1999). In 1995, the cereal pieces were given a brighter and more colorful look. General Mills' Yoplait division produces a Trix-branded yogurt also marketed to children with sweetened fruit flavors such as "Watermelon Burst". Later on in the 2000's the cereal returned as the round ball shape.

Marketing and advertising

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Joe Harris created the Trix Rabbit - voiced by Delo States, Mort Marshall, and later by Russell Horton - an anthropomorphic cartoon rabbit who debuted in a 1959 Trix television commercial, and who continually attempted to trick children into giving him a bowl of Trix cereal. He would be discovered every time; the children would tell him that he was a silly rabbit and that "Trix [were] for kids," and take back their cereal. These ads would often end with the Trix Rabbit following up the kids' "Silly rabbit, Trix are for kids!" slogan with "...and sometimes, for tricky rabbits!". The Rabbit originated as a puppet before he later became animated. He did however succeed in obtaining and eating the Trix on some occasions, including twice as the result of a box top mail-in contest (1976 and 1990) entitled "Let The Rabbit Eat Trix". The results of the vote were an overwhelming "yes", and the rabbit was depicted in a subsequent commercial finally enjoying a taste of Trix. Children who voted received a button based upon their vote in the election.

In commercials from the 1960s, 70s and 80s the rabbit was known to disguise himself in order to get his beloved cereal, employing costumes as diverse as a balloon vendor, a painter and a Native American. One alternate slogan for the cereal was, "Oranges, Lemons, and Grapes I see; the fruit taste of Trix is all for me".

The rabbit's popularity has led him to appear in commercials for other products, such as a Got Milk? advertisement. However, not all reception for the Trix rabbit has been positive.

This slogan is referenced in Quentin Tarantino's Kill Bill Vol 1. In chapter 5: Showdown at House of Green Leaves, having dispatched O-Ren Ishii's (Lucy Liu) entourage, O-Ren taunts The Bride (Uma Thurman), asking if she really thought it would be that easy. When the Bride defiantly replies that for a moment, she did, O-Ren replies "Silly rabbit..." and they finish the sentence together, "Trix are for kids". A footnote in the script implies this is what they used to say to each other when they both worked as assassins for Bill, though this is never shown on film. This may also be a reference to The Bride's real name, Beatrix Kiddo.

Trix has raspberry red, lemon yellow, orangey oranges in January 1, 1954 - current. (Orangey oranges from January 1, 1954 through September 22, 1996 and March 31, 1998 - current. Raspberry red from January 1, 1954 through June 1, 1985 and November 19, 1989 - current.) Trix has new grapity grapes in August 6, 1983 - current. Trix has new lime from January 31, 1991 through November 24, 1998 and December 30, 2009 - current. Trix has new orange apple crunch from September 23, 1996 through March 30, 1998 and March 3, 2010 - current. Trix has new wildberry blues in November 14, 1997 - current. Trix has new watermelon in November 25, 1998 - current. Trix has new berry banana splits from July 9, 2003 through November 27, 2003 and December 30, 2009 - current. Trix has new pears (in Trix double cereal) in December 30, 2009 - current. Trix has new double cherry (in Trix double cereal smilair to cherry in Froot Loops) in December 30, 2009 - current. Trix has new blueberry blue (in Trix triple cereal smiliar to Kellogg's Froot Loops) in March 3, 2010 - current.