An Argument for Using Critters in Your Advertising

Critters, or ongoing characters, are essentially the personification of a brand. There was a time, years ago, when their use was widespread. My former agency, Leo Burnett, was known as the critter agency having created the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, Keebler Elves, among others. Critters fell out of favor among the creative community at some point in the 1990’s.

I would argue that critters or characters can play a bigger role today than ever by adding storytelling value and creating a memorable, ongoing and relatable brand identity. Here are some ways they can contribute to your advertising.

Emotional Connection

Characters, especially critters with distinctive personalities, can evoke emotions and forge a connection with the audience. When viewers see characters experiencing joy, overcoming challenges, or displaying relatable traits, it creates an emotional bond that goes beyond the product or service being advertised.

Brand Recognition

Memorable characters become synonymous with the brand, contributing to brand recognition. When consumers see a familiar critter or character, they instantly associate it with the brand, making it easier for the brand to stand out in a crowded market.

Storytelling Potential

Characters provide a narrative framework for storytelling. Their adventures, experiences, and interactions can be woven into compelling narratives that engage and captivate the audience. This storytelling approach allows brands to communicate their values, mission, and unique selling propositions in a more engaging manner. Plus, in a digital world starved for interesting content, they provide fodder for ongoing messages that are emotionally engaging instead of a constant barrage of product features and offers.

Versatility in Messaging

Characters offer a versatile way to convey messages. Whether through animated stories or short videos, critters or characters can adapt to various media formats, allowing brands to communicate their messages in ways that resonate with different audiences and platforms.

Targeting Specific Audiences

Critters or characters can be tailored to resonate with specific target demographics. By creating characters that reflect the interests, preferences, and lifestyles of the target audience, brands can establish a deeper connection and make their advertising more relevant.

Enhanced Brand Personality

Characters contribute to defining and enhancing the brand's personality. Whether it's a friendly mascot, a quirky critter, or a relatable character, the chosen persona becomes an extension of the brand's identity, influencing how consumers perceive and engage with the brand.

Long-Term Brand Loyalty

Characters have the potential to create long-term brand loyalty. When consumers form emotional connections with characters, they are more likely to remain loyal to the brand over time. Brands can leverage this loyalty for repeat business and positive word-of-mouth marketing.

Simplified Communication

Characters simplify complex messages. Through the use of relatable critters or characters, brands can convey complex ideas, features, or benefits in a more digestible and entertaining manner. This simplicity aids in better communication and understanding. What was the Marlboro Man about? Freedom and masculinity. The Pillsbury Doughboy? He was a baby and it was all about mothers and nurturing through baking.

Social Media Engagement

Critters or characters are shareable and lend themselves well to social media engagement. Whether through memes, gifs, or interactive content, characters can become viral, extending the reach of the brand and fostering community engagement.

Brand Differentiation

In a competitive market, memorable characters can set a brand apart from its competitors. A unique critter or character becomes a distinctive element that consumers associate exclusively with the brand, creating a differentiating factor in the marketplace.

If this isn’t enough to get marketers to re-think using critters or characters I can’t imagine what is. They bring storytelling value to advertising by creating emotional connections, enhancing brand identity, and simplifying complex messages. Through engaging narratives, these characters contribute to building brand loyalty and leaving a lasting impression on the audience. And that will help grow any business and brand.