Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Animated Characters

The advertising world's use of animated characters began in the early days of television with Speedy Alka-Seltzer, Mr. Clean, and Aunt Jemima, and expanded to characters like the Jolly Green Giant; Tony the Tiger; Snap, Crackle, and Pop; the Trix rabbit, and the Keebler elves. Other than Speedy, this lively group of characters is still in use today, over 50 years after they first arrived on the scene.

Probably the most famous and enduring of all animated characters is the Pillsbury Doughboy. He is worth untold billions in goodwill and embodies Pillsbury in the minds of consumers worldwide.

Animated characters are the easiest of all spokespeople. They are likeable, do not have attitude, usually avoid getting into personal trouble, ...