Chuck was originally a New Jersey rat who smoked cigars. The brand has changed him over the years from a rat to a mouse, but his appearance has stayed very true to the original. His new design has him being a guitar rock star and he will be voiced by Jaret Reddick. Jaret is the lead singer in a pop-punk band called Bowling for Soup.
The redesign comes as a result of consistent market losses. Last year they fell 4.2 percent in the first quarter. The company will start the marketing campaign on Thursday.