Mascot Makeovers- Karin Riefkohl
Just wanted to share this interesting article I came across in the October issue of Fortune Small Business. It talks about companies such as Pillsbury and Pepperidge Farm Goldfish have had "mascot makeovers" regarding the mascot's physical appearance and personalities and how these makeovers have increased profits for said companies. Mascot = Profits
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http://money.cnn.com/magazines/fsb/fsb_archive/2006/10/01/8387296/index.htm
posted by Brand007 @ 9:27 AM
2 Comments:
This is a very interesting topic. It is like how Betty Crocker gets a slight update every year to keep her current. The changes may be so minor that people may not notice them outright, but over time her transformation has been incredible. This article deals with a topic from last class, the question of how to remain consistent yet stay relevant for the target market. I think the Betty Crocker brand is a great example of a brand that his been able to do this. And as this article shows, even something small, a symbol of identity such as a mascot, can make an incredible difference to a brand and its sales.
- Berit
Mascot makeovers are definately an essential part of keeping a brand up-to-date with the changing market and its consumers. I found this article which talked about Character, a Portland-based company which specializes in ad-mascot character development. They have done makeovers to such well-known brand icons such as the Pillsbury Dough Boy, "Buzz" the Honey Nut Cheerio Bee and the Lucky Charms leprechaun. The main two objectives are bringing life to old brand characters and driving sales.
It is such an important piece in staying relevant to consumers. It is important to remember is should be done carefully. Some brands are hesitant to change a brand image too much in fear of consumer backlash or confusion. It is important to find the appropriate balance of staying current while remaining true to your roots.
- Meredith
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