Mascot Match Up
The who and why of Chips & Crisps Mascots
The purpose of a Mascot is primarily to promote a business and enable potential customers to remember your product or business.
A mascot is effectively a branding team member, alongside logos, slogans, jingles, even recognisable colors. These elements work together to increase market share and company recognition. A successful product or business will have more than one recognisable and identifiable branding team member.
McDonalds, for example, has the famous Golden Arches logo (that has even developed its own nickname), a variety of slogans and jingles that have been memorable throughout the years, plus it has Ronald McDonald, who makes sure that all those naughty children can have birthday treats of calories, fats and little plastic toys.
The Chips & Crisps world includes these same elements to promote their brands and to help their target audience better remember and identify with the products.
A mascot is effectively a branding team member, alongside logos, slogans, jingles, even recognisable colors. These elements work together to increase market share and company recognition. A successful product or business will have more than one recognisable and identifiable branding team member.
McDonalds, for example, has the famous Golden Arches logo (that has even developed its own nickname), a variety of slogans and jingles that have been memorable throughout the years, plus it has Ronald McDonald, who makes sure that all those naughty children can have birthday treats of calories, fats and little plastic toys.
The Chips & Crisps world includes these same elements to promote their brands and to help their target audience better remember and identify with the products.
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Potatoes - Both Man & Boy
Company founder Eugene Fisher developed his company's mascot in 1932. Today, it could be considered a rather sinister looking grown-up potato dancing with a couple of kids. Back then it would have been a harmless and easily recognisable branding element. Times, attitudes and social awareness change, and although Mascots can live forever, this one either needs an update pretty sharpish or an belated retirement. |
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To use an advertising watchword, the Dakota Style Mascot fits into the 'Benefit' area of marketing and advertising. Just as Rice Krispies' Snap, Crackle and Pop characters suggest freshness and crispiness in their marketing approach, this little guy is obviously rugged, hard-working and down to earth
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A brand new company (well, a new one launched by Dieffenbachs), One Potato, Two Potato, has developed a similarly sophisticated approach, but presumably to a younger audience. They have a range of characters based on the above theme. They have flavor color coded eyes, which should be applauded for its ingenuity, but also costumes to reinforce the flavoring stereotypes. The two guys above are the 'Naked Sea Salt' representatives.
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In 2011, French Potato Chips company Vico, was absorbed into the Intersnack umbrella of companies, and the 'King of the Potato' became 'King of the Appetizers' and he got a brand new hat. No longer did he wear a readily identifiable hat made of Fries, he now has a timeless but instantly forgettable Stetson. In our opinion, the Nude Design Management agency was paid a lot of money to make a Product branding Mascot worse.
There is another little potato guy that has seen some design alterations over the years, but as he is the world's most identifiable potato looking Mascot, he can probably get away with it...
There is another little potato guy that has seen some design alterations over the years, but as he is the world's most identifiable potato looking Mascot, he can probably get away with it...
