A limited edition offering, Touchdown Crunch was first introduced in 2009 and has not been reintroduced to shelves until this year. Haugaard Creative (haugaard.com) was lucky enough to be charged with its original design, as well as with the redesign. This year, however, the creative journey was a bit different. As a result of a recent shift in Cap’n Crunch’s target demographic to also encompass what the industry is calling the “man child,” the company had the opportunity to take an entirely new approach to the design – infusing graphics (particularly on the back panel) with pop-culture references or hidden Easter eggs to delight this new sub-group appearing among millennial males.