The Uniform Code of Characters

I've decided to write about one of marketing's lesser discussed tactics for getting attention -- costumed characters. As I was driving down the road earlier today, I passed by a Quizno's (for the uninitiated, they make sub sandwiches) and saw a man in a costume out on the sidwalk, waving to the cars going by. This is a new Quizno's, and I can see why they might think putting a man in a costume might get attention for their opening. It was the costume, however, that caught my eye. It was a giant, presumably foam-filled cup with a straw sticking out of the top and a pair of human legs sticking out of the bottom. The cup had a Quizno's logo on it. The legs had silver duct tape on them, wrapped around the bottom of the costume in order to keep it in place, I guess. Yes, you heard me right - duct tape. So I asked myself, what is Quizno's telling us about their brand?

A. We're the cup people.
B. We're the duct tape people.
c. This is a really lame attempt to tell you, the potential customer, who we are.

Some organizations clearly have the costume thing down, like Disney, and it works GREAT. I would recommend only creating one when you have a clear idea who it is aimed at, how it should be used, and where and when it should be used. I happen to know a thing or two about costumes as I was responsible for creating the Coca-Cola Polar Bear costume for the World of Coca-Cola attraction in Atlanta. (double click on the image to see a larger version)

Believe me, a LOT of time was spent discussing what the Coca-Cola Polar Bear meant to the Coke brand, what it should look like, how it should behave, etc. One of the funniest things I ever saw during my time at Coca-Cola was the following picture we found in some public newsletter.

Someone had obviously spent much less time thinking about the costume than they should have. Note the fangs and baggy ankles.

Decent Marketers, I implore you - think twice before suiting someone up with a walking representation of your brand.

Tag: marketing

Comments

[Peter Caputa]

Duct tape is definitely lame. I love costumed characters, though.

This is besides the point, a bit...
Have you heeard of polar beverages? Tt is a MA based carbonated beverage company with a polar bear as the mascot. Were you aware of this when you came up with the bear?

[Steve Portigal]

I just gotta say I love costumed characters, there's something so dumb and lovable and cheesy-as-only-mass-culture can be about it.

I was recently at the Licensing Show in NYC, and costumed characters were everywhere. In a Disney-esque turn, you could pose for pictures with most of them, and they even had people walking around with Polaroid cameras and special frames to give you your instant souvenir. It was pretty effective.

And if you are curious, I got pictures of myself with Mr. Peanut, Sponge Bob, the Care Bears, and some anthropomorphic pea. I missed out on the Pink Panther and few others, I think.

[Steve Portigal]

And I wrote up my whole take on the Licensing Show in the latest FreshMeat at http://www.portigal.com/FM/fm22.htm