Maypo

Maypo
Type Porridge
Course Breakfast
Place of origin United States
Main ingredients Oatmeal
1976 magazine ad for Maypo.

Maypo is a brand of instant maple-flavored oatmeal cereal. It was originally manufactured by Maltex Co. and is now owned by Homestat Farm,[1] Ltd. It was best known for its television commercials with the catchphrase, "I Want My Maypo" by Marky Maypo.

History

Maypo was developed by the Maltex Corporation in Burlington, Vermont, a company which had been manufacturing wheat and barley cereal since 1899 under the name Malted Cereals Company. The formula was invented in 1953 by Herbert A. Bahrenberg.[2]

Shortly after the development of Maypo, Maltex was sold in 1956[3] and became a division of Heublein.[4][5] By the mid-1960s its market share had declined and Maltex was sold to American Home Products.[6] In 2001 Homestat Farm, Ltd. purchased Maypo.[3]

Advertising

The original "I Want My Maypo" ad was developed in 1956 by the Fletcher, Richards, Calkins & Holden Advertising Agency. The animation was created by John Hubley.[7][8] The commercial, which appealed to children, increased sales on average 78%, with some markets increasing sales by 186%.[3]

Maypo's later television ads sometimes featured athletes—including Mickey Mantle, Wilt Chamberlain and Johnny Unitas—crying "I want my Maypo!"[9]

MTV's "I want my MTV!" image and branding campaign in 1982 was based on the "I want my Maypo!" catchphrase; both were developed by George Lois.[10] [11]

A Maypo commercial is seen on a television screen in the 1999 animated film The Iron Giant. In the 2015 Signature Edition, it was replaced with a commercial advertising Disney's Tomorrowland attraction.[12]

See also

References

  1. ↑ "Homestat Farm Launches Maypo Maple Oatmeal with Modern-Day Superfood | Project NOSH". Project NOSH. Retrieved 2017-05-04.
  2. ↑ Mary Ann DiSpirito; David Robinson (27 July 1999). Burlington. Arcadia Publishing. pp. 70–. ISBN 978-1-4396-1017-6.
  3. 1 2 3 "The Tale Of Marky Maypo". HomestatFarm. Retrieved 2017-05-04.
  4. ↑ Jack Lazor; Eliot Coleman (2013). The Organic Grain Grower: Small-Scale, Holistic Grain Production for the Home and Market Producer. Chelsea Green Publishing. pp. 8–. ISBN 978-1-60358-365-7.
  5. ↑ Catalog of Copyright Entries: Third series. 1956. pp. 1–.
  6. ↑ Thomas Riggs (January 2000). Encyclopedia of Major Marketing Campaigns. Gale Group. pp. 807–809. ISBN 978-0-7876-3042-3.
  7. ↑ Lawrence R. Samuel (2001). Brought to You By: Postwar Television Advertising and the American Dream. University of Texas Press. pp. 104–. ISBN 978-0-292-77763-7.
  8. ↑ Bob Shannon (September 2009). Turn It Up! American Radio Tales 1946-1996. Austrianmonk Publishing. pp. 1–. ISBN 978-1-61584-545-3.
  9. ↑ Allen Barra (14 May 2013). Mickey and Willie: Mantle and Mays, the Parallel Lives of Baseball's Golden Age. Crown/Archetype. pp. 354–. ISBN 978-0-307-71650-7.
  10. ↑ Peter Vidani. ""I Want My MTV!" Fred Seibert dot com". Fredseibert.com. Retrieved 2012-11-28.
  11. ↑ Diane Barthel (14 August 1989). Putting On Appearances: Gender and Advertising. Temple University Press. pp. 30–. ISBN 978-0-87722-661-1.
  12. ↑ Wurm, Gerald. "Iron Giant, The (Comparison: Theatrical Version - Director's Cut) - Movie-Censorship.com". www.movie-censorship.com.
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