“Did you know Kellogg’s® Froot Loops® has been name-dropped in more than 1,000 hip-hop tracks across generations?” asks a Kellogg’s press release at its open and just gotta stop them there to ask out loud how many of those were not “name-dropping” it as a homophobic slur. A few dozen?

Anywayyy, “To celebrate hip-hop’s creative energy, Froot Loops has teamed up with renowned Chicago-based jeweler Kristopher Kites to hand-craft wearable art inspired by how Froot Loops shows up in the genre with a chance for fans to win. The cereal that encourages fans to follow their nose is now inviting them to follow their ears — with a new campaign that honors lyrical shoutouts in art, fashion and collectible jewelry. The collaboration bridges cereal nostalgia with culture and creativity – honoring the artists and neighborhood voices that have always fueled culture.”

“We’ve been proud to watch Froot Loops grow from breakfast table to cultural staple,’ said [really generic-suburban-looking Caucasian dude] Ryan Versfeld, Brand Marketing Director at WK Kellogg Co. ‘With our Follow Your Ears™ [They fucking trademarked a slight variation of the Froot Loops slogan] campaign we’re spotlighting the brand’s connection to music and community while giving fans a chance to win one-of-a-kind jewelry inspired by Froot Loops’ part in hip-hop history,'” the press release continued as though Froot Loops was Hennsessy or Ecko or Old English malt liquor.

“And if you don’t win, you could always just take some pieces of the cereal, string some yarn through them, and tie them up into a little necklace or bracelet to make your own Froot Loops ‘jewelry.’ And technically that’d actually be more authentic than this collab that’s really just overpriced, branded merchandise,” Versfeld did not add, but should have if he was going to be honest with people.