Do you hear Sugar Bear's voice as Bing Crosby or as Dean Martin? Post's website says “Sugar Bear, a chill bear with a cool swagger, has embodied the brand. Sugar Bear was voiced by Gerry Matthews in the style of Bing Crosby or Dean Martin” So his voice is a combination of the two.
Sugar Bear was the mascot for Post Cereal's Super Sugar Crisps and the cartoon character in Linus the Lionhearted starting back in 1949. The cartoon series ran on CBS Saturday morning cartoons in 1964 but was later banned by the Federal Trade Commission because it promoted a breakfast cereal.