Stay in the Wienermobile on Airbnb
Domino’s Noid has returned to the company’s advertising. The nemesis mascot’s return provides Domino’s with a villain for its brand story, but also is scoring high with Gen Xers and millennials.
There is a way to give your rather blah brand some real personality and pizazz — simply add a mascot. According to an Ad Age-Harris poll, 79% enjoy brand characters. Why? Plainly it is because they are more human than the company or organization.
Characters don’t always have to be animated. One of the most popular characters is the Oscar Mayer Wienermobile. It was introduced in 1936 and is still a major hit today. Oscar Mayer has found a way to increase the brand value by offering overnight stays in the iconic “mobile.” It’s $136 per night, and you just have to be in the city that the promotional character is traveling to.
Madison Avenue created most of the iconic characters we all remember. In fact, there is a Madison Avenue Walk of Fame every year in which advertising characters are recognized. (The advertising industry loves awards.)
Characters humanize an organization, product or service. It is a great way to build the personality of your brand and have people like you. Every insurance company has realized they have boring personalities, so now you see all the aggressive insurance companies with some kind of character icon to hang their personality hat on.
See if you can name the advertiser for each of these characters. I’ve also included the year they were first introduced to the public.
- Mayhem Guy 2010
- Flo 2008
- Mr. Peanut 1916
- Doughboy 1965
- Juan Valdez 1959
- Gecko 1999
- Colonel Sanders 1952
- Tire Man 1898
- White Duck 2000
- Salt Girl 1914
- Tiger 1952
- Bunny 1989
- King 1955
- The Hall of Claims
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.