Sugary cereal is a rite of passage for kids. A bowl of marshmallow-filled, neon-colored goodness that somehow gets labeled as “part of a balanced breakfast.” But as time marches on, those childhood favorites turn from morning magic to nutritional landmines. What once fueled Saturday morning cartoons now fuels an expanding waistline.

That’s the core message of Alpen’s latest campaign, which embraces the bittersweet reality of growing up. The ad stars a retired cereal mascot—one of those high-energy, larger-than-life characters who once peddled sugar to kids. Now, he’s older, wiser, and living the post-mascot life, shuffling through his home in a cozy robe and reading glasses. He fondly reminisces about his youth, proudly displaying photos of his cereal-fueled glory days. But times have changed, and so has his breakfast. These days, he starts his mornings with Alpen—a choice that still brings him joy, just with a little more fiber and a lot less sugar.

The ad wraps with Alpen’s tagline: “It’s the Grown-Up Thing to Do.” A clever nudge to those clinging to their childhood cereals, it positions Alpen as the responsible-yet-satisfying alternative. Because while nostalgia is great, maybe it’s time for breakfast to grow up too.