When looking for a creative way to position your company in its respective marketplace, a mascot or characterized spokesperson might seem like a good idea. However, in 2015, a greater expectation is placed on marketing characters to live three-dimensional lives outside the label.
A famous example of this is Tony the Tiger, the Kellogg's Frosted Flakes spokes-feline. For years, it was enough for Tony to appear on cereal boxes and in television commercials. He gained a following and recognition that helped raise visibility for the company's product. However, today Tony the Tiger has a Twitter handle and almost 17,000 followers. He tweets about hockey playoffs, March Madness and other often sports-related material.
Gone are the days when a mascot or spokes-character needs just an image and a catchphrase. Today, successful brand representatives engage with consumers in real time. Recently, CNBC held a competition to identify the most-loved beer label in the U.S. The winner was Newburgh Brewing Co.'s Cream Ale, which sports an image of "Betsy the Cow," a mascot that the small brewery uses across its various label designs. Betsy was created by a graphic designer in Philadelphia and may be the most striking visual element of the winning label.
If your company wants to adopt a mascot or iconic personality to represent its products, think about ways to make his or her presence as textured and interactive as possible. Of course, it starts with an inventive drawing on a memorable label. For food labeling and other promotional efforts, an industrial label printer can give your company total control over its branding efforts so that you can make an impact and reach the most customers in your marketplace.