Brand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
The Meerkats. Smash Martians. Kevin the Carrot. Brand characters have been part of popular culture for more than five decades. However, in recent years mascots have fallen out of fashion, becoming more the exception rather than the rule in marketing.
Churchill has given its brand mascot Churchie a CGI makeover and launched a ‘Chur-Chill’ positioning as it looks to build affinity for its brand in a price-sensitive market.
Refreshed and ready to prance, Moonpig’s pig mascot has returned after a four-year hiatus to reunite the original icons of the brand, explains CMO Kristof Fahy.
British Gas says its new marketing campaign is a “seismic shift” as it looks to shift consumer perceptions, as well as drive reappraisal and consideration.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
