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In regard to “personality,” simply put, an advertising character,
whether fictional or real, has a face. Whether it be man, woman, or
anthropomorphic fruit or vegetable, having those eyes and mouth
makes them “human.” And with human features, they elicit empathy
as well as gain our attention. Although Kellogg’s has a distinctive
logotype for its products it could never compete with the benefits
they’ve gotten from Tony the Tiger, touting the greatness of Frosted
Flakes or Toucan Sam promoting Froot Loops cereal.

Bert and Harry
Piel, 1963, Piels
beer; Hamm’s Bear,
An example of a new take on a very old mascot, the Michelin Man. 1968, Hamm’s
photo: Boredpanda.com beer; Burgie,
ca.1970s,
can see characters changing in many ways, even with fashion; for Burgermeister beer.
example, those Campbell’s Kids as ‘70s groovy flower children. photo: SFO Museum.

Mid to Late 20th Century
I think characters from this period had more “personality.” The
most curious and interesting characters happen to be the ones that
were not bankrolled by major corporations. Perhaps they were less Ad-ing It All Up
“filtered” or “focus-grouped” but they are definitely the overwhelming I realized very early on with my collection that people would
favorites of the graphic designers and animators who buy our books. respond to it in a very positive and emotional way. There is always
Another group of less well-known but interesting characters were the one character that will set off someone’s fond memory of growing up.
ones shaped by their era. When secret agents, It makes it a thrill to show off your
superheroes, and astronauts were popular so collection. And you will undoubtedly get
too came advertising characters such as your viewers smiling as hundreds of
Bond’s James Bread (Bond bread), the Man smiling faces look back at them.
from Glad (Glad bags), and Oster appliance Unlike some collections that are
manufacturer’s Super Pan. Even established frozen in time, advertising characters
characters like the Hush Puppies dog were are still being used, transformed, and
sent into space, helmet and all. introduced by companies. Not only that
but there’s also been a resurgence in
What Qualities Make for a Lasting Icon? promotional bobbin-head figures that are
In my mind, a “lasting” icon and a “good” readily available. The newer personalities
icon are two separate concepts. Lasting icons, include the Geico Gecko, Progressive
for whatever reason, have been with us for Insurance’s Flo, and updated versions of
decades. Usually, their success can be The Michelin Man, Burger King, and
attributed to being the spokes-character for a Jack-in-the-Box have been issued.
major company or product line. They have People are much more sophisticated
been “bank-rolled” for success. And once they these days to advertising and the fact
become imprinted in our minds, they become that advertising and ad characters in
famous, sometimes even undeservedly. particularly are here to manipulate us
A good icon in my mind is one that is into buying and doing
well-designed or has a memorable personality things. However, even
that achieves tremendous synergy with the with all this savviness
product … even if it was used for only one we still allow them to
advertising campaign. entertain and charm us.
Japanese Advertising Icons. photo: SFO Museum.

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