The TV ads, which break nationally on 15 July, introduce Rocky the Racoon, who sits with Coco enjoying a bowl of Coco Pops Crunchers in an urban skate park.
Some rats that are trying to skate in the park spin out of control because the texture is too much for them to handle. The ads end with the strapline "Can you handle the crunch?", played out to the "I'd rather have a bowl of Coco Pops melody.
The 30-second TV ad is targeting older children than its Coco Pops sister brand, but the advertising is designed to retain some of its qualities.
The new Coco Pops Crunchers product is bigger and crunchier than Coco Pops.
The ads were art directed by John Jessup and the copywriter was Robert Gill. They were produced by Espresso. MindShare is responsible for TV planning and buying and its account director, David Joseph, said the agency was targeting children aged eight to 11 using Nickelodeon, Cartoon Network, Fox Kids, ITV and Channel 4.
The campaign kicks off with a four-week burst, which will be followed by further on/off activity throughout the year.