This essay compares five breakfast cereal packages to study how they visually communicate to the audience through anthropomorphic mascots. The purpose of this study is to contribute with knowledge of how the use of anthropomorphic mascots can help a brand communicate. To study this, a semiotic analysis has been used on five different cereal packages, Kellogg´s Frosties, Kellogg´s Coco Pops, Nesquik, Froot Loops and Kalaspuffar. The analysis was later compared with different research papers to confirm and discuss the results that anthropomorphic mascots are a good way to communicate to create a relationship with children and adults. Anthropomorphic mascots resemble characters in childhood stories that children are already familiar with. Cereal packaging also use nostalgia to communicate to adults/parents through well used mascots and familiar design.