The new "Cocoa Smashdown" commercial by Cocoa Pebbles features cartoon character "Hulk Boulder," and has become the subject of a new lawsuit brought by wrestler Hulk Hogan.
The wrestling legend Hulk Hogan whose real name is Terry Bollea claims the commercial is based on his likeness and is suing cerreal maker Post Foods, the Tampa Tribune reports. Hogan says the company used unauthorized images and degrading depictions of him.
Hogan claims the "Cocoa Smashdown" commercial uses cartoon character "Hulk Boulder," which is the name the he went by early in his career until wrestling promoter Vince McMahon decided he should have an Irish name.
The Cocoa Pebbles commercial shows Hulk Boulder easily defeating Fred and Barney inside the ring. But then, Bamm-Bamm steps in and pounds the blond-haired, mustachioed wrestler into pieces with broken teeth.
The closing banner reads, "Little Pieces...BIG TASTE!"
In addition, wrestler Hulk Hogan claims that he expressed his concerns to Post in August, but the ads continued. The company also never approached or asked Hogan to use his likeness to promote the cereal, he said.
According to the suit, Hogan contends he has been marketing his own products including the Hogan Energy drink and Hulkster Burgers, a line of microwaveable hamburgers and chicken sandwiches sold at Walmart.
As previously discussed, Hogan is involved in another lawsuit he brought against his insurance company over a malpractice complaint.
He filed a lawsuit against Wells Fargo Southeast for not providing him with an umbrella policy which would have better protected his teenage son in a car wreck.
In his latest case however, Hogan says the wrestling-themed Cocoa Pebbles commercial degrades his likeness.