Maypo

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

Maypo is a brand of instant maple-flavored oatmeal cereal. It was manufactured by Maltex Co. It was best known for its television commercials with the catchphrase, "I Want My Maypo" by Marky Maypo.

History[edit]

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.[1]

Shortly after the development of Maypo, Maltex was sold and became a division of Heublein.[2][3] By the mid-1960s its market share had declined and Maltex was sold to American Home Products. [4]

Advertising[edit]

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.[5][6]

Maypo's later television ads sometimes featured athletes—including Mickey Mantle, Wilt Chamberlain and Johnny Unitas—crying "I want my Maypo!"[7]

In popular culture[edit]

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.[8] [9]

See also[edit]

References[edit]

  1. ^ Mary Ann DiSpirito; David Robinson (27 July 1999). Burlington. Arcadia Publishing. pp. 70–. ISBN 978-1-4396-1017-6. 
  2. ^ 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. 
  3. ^ Catalog of Copyright Entries: Third series. 1956. pp. 1–. 
  4. ^ Thomas Riggs (January 2000). Encyclopedia of Major Marketing Campaigns. Gale Group. pp. 807–809. ISBN 978-0-7876-3042-3. 
  5. ^ 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. 
  6. ^ Bob Shannon (September 2009). Turn It Up! American Radio Tales 1946-1996. Austrianmonk Publishing. pp. 1–. ISBN 978-1-61584-545-3. 
  7. ^ 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. 
  8. ^ Peter Vidani. ""I Want My MTV!" Fred Seibert dot com". Fredseibert.com. Retrieved 2012-11-28. 
  9. ^ Diane Barthel (14 August 1989). Putting On Appearances: Gender and Advertising. Temple University Press. pp. 30–. ISBN 978-0-87722-661-1. 

External links[edit]