Characters on pack should always be engaging, recognisable and help convey the brand story.
A good character works just as well off pack as it does on pack to help recall the brand in the mind of the consumer.
As with a brand story, differentiation and uniqueness are key in facilitating this. Plonking some sunglasses on a lemon doesn’t cut it. Take this character off pack and it could belong to any brand.
We have created lots of characters over the years, from Freddo Frog through to the Aquafresh Nurdles on the kids range. Front of mind each time was giving them a key role to play.
In the case of Aquafresh, the Nurdles were based on the three striped Aquafresh toothpaste icon and had two main roles to play in the brand communication.
Firstly, they were used to help educate parents on the key stages of development in kids teeth and secondly to create relatable personalities for the kids to engage with.
So successful were these that they even have their own cartoon show!
Give the character a role and ensure they are created with distinctive assets that you could only ever attribute to that brand and they will help sell your product like miniature animated salesman.
#Marketing, #Design, #Packaging, #Sustainability
