PEPPY Food Division (SM Foods) launched snack foods targeting children who love to snack anytime of the day. Kids loved strong heroes who did wonderful courageous deeds (e.g. Batman, He-man). So, a macho hero was created - an identity and face to the brand that appealed to the imagination of children. The peppy boy was fun, lively, with a ready smile on his friendly face- a cowboy in blue jeans and hat on the pack, flexing his muscles, denoting nutrition and strength. He changed his attire with every kind of snack, but the face was always the same. It later launched cookies - a new concept, as it was a richer, creamier, crunchier, homemade version of the biscuit.