Project statement

In response to the question of ‘How relevant are mascots to contemporary branding?’ the approach taken was creating a mascot and coherently using it in contemporary branding where the use of a mascot is non evident. The campaign that was re branded to contain a mascot was Morrison’s free fruit campaign. The campaign was chosen due to being able to use the mascot In a relevant way that will start the process of making a change to relevant societal issues. The issues that the mascot helps to tackle is child obesity and the use of plastic, with the mascot engaging children so they choose fruit as a snack and the collateral being environmentally friendly. The market of supermarkets and food was chosen due to not having much differentiation and supermarkets being a necessity, therefore a mascot is relevant with being able to create an emotional connection that reaches ‘beyond the purely rational and economic level to spark feelings of closeness, affection and trust’ (Berry, 2000). The mascot is relevant to the campaign with being an anthropomorphised object to which is a relevant addition due to ‘humankind’s anthropomorphic urge’ and due to human’s ability to ‘interpret the world in human terms and have done so since the dawn of time’ (Guthrie, 1993). The fruit mascots create emotion and build the gap between consumer and brand, with the values and messages of Morrison’s being able to be delivered in a more approachable method. The mascots may also be a more approachable way to deliver messages and values to new sub cultures due to the infantilization of western culture which was investigated within the essay.

The essay has informed the visual creation of the mascot, with reflecting on theoretical framework of the baby schema. Lorenz proposed that visual features such as big eyes and a more round shape trigger positive feelings, which has consequently been reflected into the design of the fruit mascots. Also, the visuals have stemmed from the ideation that mascots go through the process of ‘neoteny, whereby they develop increasingly juvenile characteristics’ Gould (2016, quoted in CarKeys, 2016). Which can be seen through the mascot’s simplistic style of visuals, that ultimately will engage children more effectively. The aesthetics have been considered with the consideration of popular mascots in branding right now, such as Kevin the Carrot’s use of cute and personality which has captured a new audience for Aldi of whom is in a saturated market.  

Overall, the project has demonstrated how mascots can be relevant to contemporary branding, with the example of Morrison’s, with being able to help with relevant issues. As children are more attracted and influenced by characters, the engaging cute fruit mascots will be able to entice and create a relationship which will help influence children in making the choice of a healthy alternative. The mascots have also demonstrated the relevance with being harmonious within Morrison’s pre-existing material and being used onto collateral that represents Morrison’s core values and be favoured by adults too. The mascot’s show the potential that they may able to have on brands and relevant topics for companies if used effectively, that can consequently create improved consumer to brand relationships.