Creepy corporate logos

While watching TV this afternoon, we saw a commercial featuring the Burger King Guy. My 7-year-old shuddered as she watched, and asked, "Why do they have to make him so creepy?"

Hey little girl...you want fries with that? Heh heh heh...

I wish I knew the answer to that question, because the kid has a point. He IS super-creepy.

She also wondered why the makers of Cookie Crisp cereal (please, she does eat fruit and veggies, too) switched the character on their boxes to the scary-looking wolf. The old character used to be a lovable little dog bearing a cookie sheet full of chocolatey goodness.

Cookie Crisp, old version

The wolf, on the other hand, looks like he's ready to devour the cereal and then jump off the box and disembowel you right at the kitchen table.
Cookie Crisp, new version

I wonder what the thinking is behind these menacing logos. Is it for shock value, or are they really that clueless when it comes to picking out characters that appeal to kids?