Pillsbury Doughboy creator Rudolph R. Perz died Wednesday aged 89. He invented one of the most iconic characters in modern advertising for the home baking brand.
According to General Mills, which owns Pillsbury, the chubby baking icon first debuted in a 1965 Pillsbury crescent roll advertisement, boasting 87% brand recognition three years later among American consumers. Perz, a copywriter for the Leo Burnett advertising agency, designed the trademark character while imagining a soft doughboy popping out of a Pillsbury dough can, naming his creation “Poppin’ Fresh.”
Perz used stop-motion clay action to animate the doughy kitchen helper and give him a mirthful laugh when tickled in the stomach. The Pillsbury Doughboy character has since spawned everything from Macy’s Thanksgiving Day floats to doll playsets, in addition to helping millions of American housewives and husbands bake cakes and rolls.
“We are saddened by the loss of Rudy Perz. Nearly 50 years ago, he created one of America’s most loved and adored characters, the Pillsbury Doughboy. Our thoughts are with Rudy’s family during this difficult time,” Pillsbury president Liz Nordlie said in a statement.
Perz’s funeral will be held in the Chicago area this weekend.
- Meet TIME’s Newest Class of Next Generation Leaders
- After Visiting Both Ends of the Earth, I Realized How Much Trouble We’re In
- Google Is Making It Easier to Remove Personal Info From Search
- Oil Companies Posted Huge Profits. Here’s Where The Cash Will Go (Hint: Not Climate)
- Column: We Asked Hundreds of Americans About Abortion. Their Feelings Were Complicated
- A Short History of the Rise, Fall, and Rise Again of the Marcos Family
- Long-Lasting Birth Control Is Already Hard to Get. Advocates Worry It May Only Get Worse
- Who Should Be on the 2022 TIME100? Vote Now