A new Liberty Tax Service recently opened in my area. I don’t think anyone driving past could miss this new location because of the many Statue of Liberty costumed people on the street outside. They also had costumed liberty folks walking through different parts of our city to let everyone know they had opened. I have to give the people who do this serious props, as our WI weather can be a bit cold at this time of year.
This guerilla marketing tactic is definitely effective to create buzz, but using mascots or icons for marketing is not for every business. I cannot imagine a funeral home, hospital, or many b-to-b businesses successfully using a mascot. If you disagree, forward examples to us and we are happy to share your thoughts.
However, many other businesses have used icons successfully to brand their businesses. Ad Age compiled the following top advertising icons for the 20th Century:
1. The Marlboro Man – Marlboro cigarettes
2. Ronald McDonald – McDonald’s restaurants
3. The Green Giant – Green Giant vegetables
4. Betty Crocker – Betty Crocker food products
5. The Energizer Bunny – Eveready Energizer batteries
6. The Pillsbury Doughboy – Assorted Pillsbury foods
7. Aunt Jemima – Aunt Jemima pancake mixes and syrup
8. The Michelin Man – Michelin tires
9. Tony the Tiger – Kellogg’s Sugar Frosted Flakes
10. Elsie – Borden dairy products
Looking at the list, I’m surprised Mickey Mouse didn’t show up on the list. Are there any icons you think should have been in the top 10 that are missing?
Susan Schoultz is Client Service Director at Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve2.
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