He was a very successful international icon for Sugar Puffs for many years, but that was when sugary foods were allowed to appeal to children. Strip out his kid appeal and you've got an uncomfortable attempt at making him relevant to adults. We've got a renewed Flake girl, "work, rest, play" from Mars, and now this. Bringing back previously successful advertising ideas is rarely the best strategy.
So, the Honey Monster is back, this time being deployed by Bray Leino.