Brand characters are unique in that they straddle the worlds of marketing and entertainment. Clearly they exist to represent a brand, but they live in a consumer frame of reference that puts them in competition with characters from television, movies, video games and novels. To be truly effective, brand characters have to combine the best of both worlds. They must be engaging characters in their own right while staying authentically rooted in the brand.
The one brand character I find the most interesting is the burger king mascot. After first appearing, feedback for the character was overwhelmingly negative. Most people responded by saying the character was creep and “off-putting”. Burger kings response was to except this criticism and poke fun at this image. The mascot became purposefully off-putting and annoying. People in the ads reacted to the character as creepy.
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