JKR

The early mascots tended to be rich in brand mythology; Betty Crocker’s all American image was an amalgam of the features of several secretaries working for General Mills. Her look has been constantly refreshed over the years. Hans Christian Anderson inspired the Jolly Green Giant, and his “Ho Ho Ho” was a forerunner of todays “sonic brand triggers”.

In comparison, some of today’s mascots seem to be lacking in real personality – for such a mega brand, it is surprising how the Pringles man seems devoid of interesting folklore (at least in google world…). These days’ mascots are often bought from other sources rather than created bespoke for brands. 7-Up’s Fido Dido began life as an independent cartoon character, and recently Bourjois used characters created by uber cool designer Genevieve Gauckler to give itself some street cred. But having to buy in the charisma does suggest that some corporations are set up in such a way that they struggle to have anything original to say
about themselves.

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