Tennant died Saturday at his Los Angeles home. No cause of death was given. In 1950, Tenant was hired at Leo Burnett, in 1952 he conceived of Tony the Tiger.
"It doesn't bother me that the box doesn't say, 'Tony the Tiger by Don Tennant,' " he once told the Springfield (Mo.) Business Journal. "I don't care about that. He still helped build my house."
It was Tennant who devised the original media campaign introducing Marlboro cigarettes in 1955.
A part of the package was his singable little ditty, "You get a lot to like . . . filter, flavor, flip-top box."
Tennant left Burnett after a highly successful 20 years and later started Don Tennant Advertising Co., also based in Chicago.
Plans are pending for a party celebrating his life, which Tennant had requested instead of a formal memorial service.