You know how I feel about goofs who base crazy promotions on no more justification than, ‘Because we can do it!’ Now, the reigning Kings of Just Because are releasing a new ‘seasonal’ food item that makes absolutely no sense at all…
Please! I implore you! Tell me what Fruit Loops have to with the holidays. Or does that matter at all?
When asked the artistic meaning of the piece, MSCHF Products’ co-founder Daniel Greenberg told CNN, “[It was] Just like, let’s make a big f—ing fruit loop and that was it.”
Getting into MSCHF
The NYC-based MSCHF Product Studio Inc. team specializes in ‘shock’ and non-sequitur promo products intentionally (I think) to just make folks blink.Two recent projects included Holy Water Seltzer, and MSCHFcicles; The layer were Ice Cream pops-on-a-stick depictions of the caricatured faces of the ultra rich and powerful. ‘Eat The Rich!’ screams the package label.There was no indication that project was anything more than an attempt to promote MSCHF itself.
They also recruit major brands to support their nutty plans, which is probably what finances their stunts. And I suspect the brands ally themselves – albeit fleetingly and tangentially – with MSCHF to prove they have a cool sense of humour.
MSCHF’s creations are often essentially useless, practically pointless, and heavily reliant on some questionably rooted in pop nostalgia. I’m also convinced most of their stunts are floated simply to satisfy the twisted need for ‘fulfilment’ that drives some glassy-eyed geniuses beyond the proverbial fringe.
So, what have they done, now?
It’s a giant half-pound / 225 g Froot Loop headlined by online influencers as ‘A Must-Have Gift This Holiday Season’. They don’t say if those who ‘must have it’ it are givers or receivers. That’s beside the point, I guess.
The thing is perfectly sized to fill a regular cereal box, and the colours and flavours are identical to the real thing. There’s even a kooky, scruffier version of the Froot Loops mascot on the package. One up side: All flavours are natural. The total calorie count for the Giant Loop is 930 calories.
An intense effort to mimic the real deal
MSCHF says it took months of tinkering to replicate real Froot Loops. Then, there was the ways and means of manufacturing a puffed cereal piece that big.
But – as often happens with MSCHF’s projects – there was also a low-key but firm effort by the owner of the real brand to disassociate themselves with it all. Kellogg spokesperson Kris Bahner responded for the company:
“Kellogg Company does not have a relationship with MSCHF and we were not involved in the creation of the Big Fruit Loop. The campaign does not accurately depict the Kellogg’s brand,” said Bahner in the statement. “Given the trademark infringement and unauthorized use of our brand, we have reached out to the company seeking an amicable resolution.”
If you really want one…
Visit the MSCHF website for purchasing details. The price is ‘just’ (US)$19.99, and it’s a limited-edition ‘art piece’.
~ Maggie J.