“Silly rabbit, Trix are for kids” is the famous slogan of the General Mills cereal, Trix. The rabbit first appeared on cereal boxes in 1960. He would run around trying to get some of the cereal to eat, but would always be caught.
The rabbit was created by Joe Harris in August 1959. He is what Harris had to say about the creation, “I created the Trix Rabbit in its entirety, including copy, character and storyboard, in August of 1959 one Sunday night. It was done at the request of the copy supervisor for General Mills at our ad agency, Dancer Fitzgerald Sample, who said, ‘They’re looking for an identity for this brand. Why don’t you see what you can come up with over the weekend?’”
In mid 2003 the Trix rabbit was tenporarily removed from the cereal boxes, as part of a large mystery. In his place appeared such characters as Wyle E. Coyote. After the mystery was solved, the Trix rabbit returned to his familiar location on the Trix cereal boxes.