I don't remember that guy, but I do remember when Cookie Crisp had a mascot that was similar to the Hamburglar (I'm assuming in reference to the old rhyming game "Who Stole the Cookies from the Cookie Jar?") and the dog who ended up becoming like the solo mascot for the cereal used to be his sidekick. Now we have that wolf.
Kind of like Drtooth mentioned how Cinnamon Toast Crunch now has those cannibalistic little squares intead of the old baker. Come to think of it, cannibalism (to a degree) must be "funny" right now, because look at all these pop-tart commercials where the pop-tarts themselves are always suckered into traps from these odd recurring characters like the black-haired girl, or the manly pink poodle, or the lizard thingy, so they can be eaten.