Creating a successful brand mascot

 

bura_final

Creating a successful character mascot that will find love among consumers is incredibly hard. Throughout my career I’ve been a part of numerous marketing campaigns that launched a new product featuring a mascot. I remember when we would get a brief from an agency and would start the development of an entire universe surrounding a mascot. We would draw and 3d prototype dozens of character and environment concepts.We could spend days just finessing a smile, or the look of an eye, to achieve a particular effect that we sought.  After we finished with a mascot we started to produce TVCs, billboards and web content which featured the brand and its mascot.

Every little aspect of the mascot has to be carefully developed,since the mascot would appear in every kind of existing media.The mascot’s shape, colors, emotions and gestures have to have a psychological impact on a consumer. It has to trigger feelings, such as happiness, desire, trust and even nostalgia. The whole process is both fun and tedious at the same time. The best part comes at the time of a campaign launch. This is the time when all of the tremendous team efforts finally pay off.

Here is one of the projects that I’ve had a chance to work on.

“Buratino” is a soft drink beverage brand which is well known in CIS countries. The name “Buratino” comes from the book that is based on the novel “The Adventures of Pinocchio” by Carlo Collodi.

I’ve worked as art director of the character creation process, TVC production, and website and billboard content creation. It was a fun project to work on.

Since Buratino is an old fairytale, we had to give it a new feel and look. Here are the original characters from a movie made in 1975.

bur_original

Even though the characters have an interesting appearance and style even by today’s standards, I would call them completely unmarketable.

A client request was to make the Buratino universe noticeable and energetic. My team and I developed a vibrant style that was used throughout the production. Here is a final adaptation.

bur_final

Some work in progress.

bu_progressWithin a few months after the campaign was launched, the Buratino mascot was one of the most recognizable mascots on the beverage market.  By the end of the year, the Buratino soft drink outperformed Coca-Cola sales rates.

2 thoughts on “Creating a successful brand mascot

  1. Great work! Recently faced the same issues, we created a brand mascot in advertising agency for one big food industry client. You have very interesting thoughts, keep sharing.

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