11:08 pm - Brand disintegrity turns the milk chocolatey
I can't decide whether Sainsbury's are being incredibly lazy or incredibly ballsy with their own-brand cereal mascot. His* name is... Captain Cereal. That's either a will-this-do? concept shrugged out by whatever low-bidding agency** handles Sainsbury's own-brand portfolio, or a massive flag on a spike planted through the eye of Cornelius the Kellogg's Corn Flakes hen, claiming all cereal throughout space and time for Sainsbury's.
Here is Captain Cereal standing on the back of a packet of Sainsbury's Shreddies analog: