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What Makes Cereal Mascots So Effective?

By Stephanie Ciccarelli

January 19, 2012

Comments (1)

Woman comparing cereals in the grocery storeCharacters featured on cereal boxes occupy a special place in our culture and endear products to generations of families.

What is it that makes them so effective? Who's your favorite character?

Be sure to comment with your thoughts and join the conversation in today's VOX Daily.

Animated Characters Influence Breakfast Choices

The cereal aisle in a grocery store presents a plethora of choices regarding what you can feed your family for breakfast. Each box, strategically designed with imagery depicting a nutritious, wholesome meal, is ripe for the taking.

While good branding and tasty vittles can move product, more often than not it's the work of a character that instills brand loyalty and makes an emotional connection with its target market.

What Draws Us In?

"Kids love cartoons and the cereal mascots. They relate to cool, fun animated characters. And this is what sells them to tug on their parents legs in stores to buy the cereal they remember from that awesome commercial they saw on TV," cites Andy Randazzo of Me3 Creative Inc, adding, "And we as parents never wanting to see (or hear the screams) our kids not get what they want buy in to the commercialism part of the advertising equation and pull off the shelf the box/character they want and put it into our carts."

I may be biased to say the least but I feel the voices of cereal mascots add an extra layer of connectivity and also play a major role in how a brand is perceived. Perhaps you agree?

When asked, American voice artist Herb Merriweather and his colleague British voice artist Andy Boyns acknowledged how Thurl Ravenscroft's voicing of Tony the Tiger helped cement the fact that Kellogg's Frosted Flakes are "Grrrrreat!"

Canadian voice talent Ralph Hass placed his vote for Snap, Crackle, and Pop, the mascots of Kellogg's Rice Krispies. The first mascot, an elf, appeared on a box of this cereal in 1933. Upon its popularity being recognized, two other elves were added resulting in the trio we know and love today.

American voice talent Scott Fortney shared, "I grew up in awe of Thurl Ravenscroft - he was "G-R-R-REAT! I also loved the voice of the little leprechaun in the Lucky Charms ads. My other favorite is Daws Butler as Cap'n Crunch!"

Why Do We Relate?

Michael Medico, CEO, E+M Advertising shared, "Children relate to animated characters because they are an active part of their TV cartoon entertainment, in terms of the shows they watch. It seems that cereal mascots are extension of the same type of characters that appear on Dinosaur Train, Dora and Bob the Builder. Ones they like trust and reinforce the product USP."

Measuring Brand Loyalty

While most people go on emotion, there are companies that specialize in quantifying and interpreting what brand loyalty means. E-Poll Market Research based in Encino, California measures consumer opinion towards celebrities, brands, and characters. E-Poll's Senior Director of Marketing & Communications, Randy Parker, shared that the E-Poll Market Research database comprises of more than 1,100 characters including many of the most popular cereal mascots such as Tony, Lucky, Snap, Crackle, Pop, Cap'n Crunch and more. Information about which characters have the highest awareness and or appeal among adults and kids of various ages is also available.

What's Your Favorite Cereal?

What do you eat in the morning? If it's cereal, be sure to let me know what you're eating, why you like it and if the cereal has a mascot.

Looking forward to hearing from you!

Best wishes,

Stephanie

©iStockphoto.com/kristian sekulic

Related Topics: cartoons, Celebrities, child, Dora, TV


Comments


    What about Count Chocula?

    Posted by:
    • Jennifer Smith
    • January 20, 2012 9:16 AM

Leave a Comment



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