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.

Maypo
TypePorridge
CourseBreakfast
Place of originUnited States
Main ingredientsOatmeal
1976 magazine ad for 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. Bahrenburg.[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. "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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