Mascots are fantastic social constructions. Who doesn't get psyched when the see a life sized stuffed animal wearing a team jersey? Mascots are genius. These giant toys bring a sense of excitement and comradery. But the genius isn't limited to athletics. Advertising got in on the idea long ago and it doesn't get old.
Tony the Tiger is 56 years of age. That should be one crusty tiger, but people love that Bengal. A recent poll showed that 40% of the time I buy Frosted Flakes is because I'm loyal to Tony, not because I want to eat his cereal. This takes him far beyond your average Company Icon. Could it be because Tigers are voted the most favorite animal in the world, edgeing dogs out by 1% and beating dolphins by a whoping 8%? Could it be becuase Tony's sounds like the uncle I never had? Maybe.
But the real question is, how can we young advertisers add a Tiger to our campaign? Well friends, the answer is inside you. If Rocky Balboa taught us anything, it's that everyone, scientifically, has an eye of the Tiger inside of them. If you can touch that Tiger than your set.
And the best way to doing this quickly may not be having one set Icon but several different quazi-icons. Paint a wack of different coloured stripes in different places and let the people pick the one that appeals to their eye.
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