Quaker brings back 'Mikey'

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Quaker Oats Co. is bringing back its famous Mikey character for its Life cereal brand, this time in twentysomething form. The ad, from FCB Worldwide, will break Jan. 17 featuring the creative from the 1972 spot but with an adult cast. The effort will also feature newspaper inserts, an on-pack offer for collectible watches featuring the Mikey of old and an online trivia contest.

Copyright January 2000, Crain Communications Inc.

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