Mascot Match Up
The who and why of Chips & Crisps Mascots
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On the most base of levels, it could be argued that selling 'sex' has been a traditional angle for marketing purposes. The crusty old pirate of Ole Salty's does a completely different job.
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...The only company we are aware of that has an inanimate Mascot. While many companies include a farm, a tractor, a barn or whatever, in their branding and logos, the Cape Cod Lighthouse is just a bit more than that. It is so recognisable that just as you could have a cuddly soft toy of a Mr Tayto, you could have a beautifully crafted red and white Lighthouse bookcase. Most importantly, all three of these company Mascots shout their regional qualities.
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Getting back to the more human elements of the grown up approach of marketing companies. The Dormen Food Company, which primarily makes nuts and bar snacks, are clearly going for a more up-market approach. The silhouette is a very good way of including a mascot that could easily be represented at functions and parties by a Dormen waiter, with his gold coloured cummerbund. The Mascot that isn't a Mascot is also replicated by other companies.
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Chip Peddler have four principles upon which they run their company: 1) Keep the dollars as local as possible, 2) Use fair trade practices, 3) Strive to implement environmentally responsible production policies, 4) Give back to two wheeled sports. It doesn't get much more grown up than that! And they even have a little vintage silhouette cyclist character that promotes the brand.
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Brand Opus were given the design brief for Pipers Crisps. There remit was to provide "a bold and assertive identity and pack design". What they have come up with is an old Piper. It works with the packaging design, but it is hard to see how it can transfer to any future packaging alterations, or be used as a Mascot. When a company pays us as much money as they were paid, we promise we will do better!
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Levi Roots is probably the UK's biggest success story to come out of the TV show Dragon's Den. Among other Fast Moving Consumer Goods in the food sector, the Jamaican born entrepreneur produces Caribbean inspired ready cook meals, sauces and yes, Crisps. What he is really selling is himself. His Reggae Reggae imagery and profile has even been turned into a plasticine advertising model. Levi is a marketing man's dream - a caricature human mascot.
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