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Advertising's Best Mascots

Each year it seems like a new character comes on the scene to promote a product or service. They’re animals and humans and come in all shapes, sizes, and colors. They have names such as Tony, Betty, and Ronald.

Some, we love… others annoy us and still others make us angry (e.g. Phillip Morris' "Marlboro Man."). But regardless of our feelings, we must acknowledge that successful ones have a tremendous worldwide impact – especially those that have been around for a long time. Take for example, good old Mr. Whipple, who reminded us never to squeeze the "Charmin." Consumers old enough to remember, still associate the product with him, even though these commercial stopped running in 1989!

From frozen vegetables to packaged cake mixes, fast food to automobile tires, and cereal to batteries, these carefully created cultural icons become the personifications of the businesses they represent (and it’s interesting to note that many of the most famous ad icons were the brainchild of one agency: Chicago-based, Leo Burnett Company).

Possibly The 10 Most Important Advertising Icons

Not too long ago, the magazine, Advertising Age developed a list of the ten most importance advertising icons – ones that had the greatest resonance in the marketplace based on effectiveness, longevity, awareness and cultural impact - of the 20th Century. They are:

  • The Marlboro Man – Phillip Morris’s Marlboro cigarettes.
  • Ronald McDonald - McDonald's Restaurants.
  • The Jolly Green Giant - Green Giant Vegetables.
  • Betty Crocker - Betty Crocker food products.
  • The Energizer Bunny – Eveready’s Energizer batteries.
  • The Pillsbury Doughboy - Assorted Pillsbury foods.
  • Aunt Jemima - Aunt Jemima pancake mixes and syrup.
  • The Michelin Man - Michelin tires.
  • Tony the Tiger - Kellogg's Sugar Frosted Flakes.
  • Elsie – Borden’s dairy products.

More Advertising Brands That Have Captured Imaginations Far And Wide

Below are some more… I’ve listed the icon and the company or product it represents. Just for fun, try covering up the right side and see how many you know. Also, add some of your own. You’ll be surprised at how many you know! Enjoy!

More Popular Advertising Icons
 Product / Company
Speedy Alka Seltzer (1952-64)
Luggage Mauling Gorilla American Tourister (1970-80s
Spuds McKenzie Bud Light beer
Floyd D. Duck Bubble Yum Bubble Gum
Sailor Jack and his dog, Bingo Cracker Jack Snacks
Arthur Goodwin, pharmacist Crest Toothpaste
The Noid Domino's Pizza
Fred the Baker Dunkin' Donuts
The Putterman Duracell Batteries
The Dutch Boy Dutch Boy Painta
Roaring Tiger Esso Oil / Exxon
Mr. Spleen Federal Express
Florida Orange Bird Florida Department of Citrus
Franken Berry Franken Berry Cereal
Frito Bandito Fritos Lay
The Australian gecko GEICO Insurance
The Helping Hand Hamburger Helper
Choo-Choo Charlie Good & Plenty candy
Little Old Winemaker Italian Swiss Colony Wine
Bucky Beaver Ipana Toothpaste
Toucan Sam Kellogg's Fruit Loops Cereal
Colonel Sanders KFC Restaurants
Milton the Toaster Kellogg's Pop-Tarts
Jack, the antenna man Jack-in-the-Box Restaurants
The Elk The Hartford Insurance Co.
Sharpie the Parrot Gillette Blue Blade razors

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Mary Eule Scarborough, an unassailable marketing expert and thought leader, helps businesses of all sizes get and keep more profitable customers. She is also:

  • A former Fortune 500 marketing executive, ...
  • The founder of two successful small businesses, ...
  • An award-winning speaker, ...
  • A Certified Guerrilla Marketing coach, and ...
  • Co-author of three books (to-date): "The Procrastinator’s Guide to Marketing", (Entrepreneur Press, November, 2007), "Mastering Online Marketing" (Entrepreneur Press, January, 2008), and "Guerrilla Marketing On The Internet" (Entrepreneur Press, July, 2008).
  • Qualified with a BA in Journalism / English from the University of Maryland, and ...
  • Qualified with a Masters degree in marketing from The Johns Hopkins University.

Log onto her website: www.StrategicMarketingAdvisors.com for free marketing articles, tools, tips and templates…or to learn more about her books, products and services.

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Strategic Marketing Advisors is a full service Search Engine Marketing (SEM) and Search Engine Optimization (SEO) company, providing businesses of all sizes with the tools and technology to get and maintain an effective online presence. Address: Strategic Marketing Advisors, 34 Rexwood Lane #106, Sapphire NC 28774. Contact use at: 480-264-3646 or 877-904-1656