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A good source of fiber and made with whole grain. >> that is a joke. that is a joke. >> you're an ad man, how effective are the adorable characters they put on the front? don't those grab children in the supermarket? >> yes, actually, i think these throwbacks, the tony the tiger, this is great advertising. this is -- by the way, do you know his name? >> tucan sam. >> the agency is officially pitching froot loops now. a power breakfast. >> the key to sales has less to do with the advertising than shelf space in the supermarkets. cereals, they're all on the lower shelves so kids can grab them. >...