Posted tagged ‘Pillsbury Doughboy’

Ad Icons

March 21, 2010

Reading my prior post about Amul billboards got me thinking about other ad icons. I was amazed at how many of these exist out there. Pillsbury’s Poppin’ Fresh, Air India’s Maharaja, Marlboro’s Marlboro Man, Kellogg’s Tony the Tiger, 7Up’s Fido Dido, Michelin Tires’ The Michelin Man, and on goes the list…

Judging from such a large presence, their role is apparently an important one. They help make a brand more recognizable in the marketplace. But really, is their raison d’être merely providing an easy identifier to the brand. Or is there more that is achieved by these ostensibly ubiquitous images?

Ad icons are carefully characterized to embody the brand they represent. They help make a brand human with lifelike traits. Thus differentiate it from the many others and make it stand out. Or what Seth Godin would call making of a purple cow in a field of monochrome Holsteins.

Tony The Tiger 1st appeared on Kellogg’s Sugar Frosted Flakes boxes in 1951. With a ready smile and a friendly demeanor, Tony gradually won over consumers of all ages, especially became a favorite of children. Fido Dido – the cool dude of 7 Up appealed to the cola drinking young adults in late 80s, through the 90s and is still going strong.

Do you have a favorite ad or brand icon?

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