in 1997, appealing to adult-oriented programming, a campaign featured the slogan "the adult thing to do", mostly centering on their adult things going back to children's stuff, including cereal (which a fictional "adult" cereal named "health pellets" was featured before replacing it with cinnamon toast crunch). this was changed in 2004 to "breakfast on a whole other level", which was replaced with the "crave those crazy squares" in 2009.