One of the best-known pets in the world is the Michelin doll, Bibendum, a humanoid-shaped doll that is built with wheels. The character has evolved throughout history. Its beginnings, at the end of the 19th century, were much less visually friendly than they are now: in short, the Michelin doll, when it appeared as a marketing tool, was not something you wanted to cross on a deserted street. Rather, he was a character that could give children nightmares.

Seeing the before and after of Bibendum allows not only to analyze how this pet has evolved, but also to see a kind of reality in the world of corporate pets. Netherlands Phone Number List And it is that, seen from a certain distance or analyzing them in a more careful way, corporate pets are often in very delicate positions, on the edge between the endearing and friendly and the directly disturbing. It could be said that the disturbing thing usually comes from what was done in the past, when perhaps such a sophisticated design was not made when creating these characters, although the truth is that many of those pets of the past have not only remained but also some have returned after being forgotten for a few years.

As they point out in a Digiday analysis, disturbing pets are a kind of element that refuses to die in the world of marketing. The Green Giant is back (and the campaign that has recovered him in the United States puts the Giant not only helping children eat more vegetables, but also admiring his work done doing squats) and so has the KFC Colonel , which is now covered in gold. And, of course, there is still Don Limpio, the ambassador of cleaning products and who has been a constant recurrent in their advertising, demonstrating how to get more shine.

Why use these characters ? Why do these characters resist dying and why are brands even sometimes recovering them from the trunk of memories? Various explanations and various theories could be pointed out. One of them is in the eagerness to equip itself with history, with tradition. As they point out on Digiday, these pets of the past are easier to use than creating a new campaign from scratch. To that is added, they add, that brands love (and a lot) their own stories with history.

 

To all this, one could add the fact that retro is in fashion and that, therefore, recovering those characters and those pets from the past, those that were often stopped using because they were going out of style, is very important. line with the times.

Pets from the past can also add certain values ​​to campaigns and target certain emotions and positions. One of the firms that are using this resource the most are, in fact, fast food companies, who have seen in past years how their position in the market faltered as consumption habits changed and they were branded as offering unhealthy products.

All of this has created several problems. On the one hand, these companies have to sell a cool and modern image in any case (which is what explains the redesigns of their stores and the appearance of some services and products in their menus). On the other hand, they have to rethink their communication. If they can no longer use their own (unhealthy) food as a headliner, what is left for them to connect with the public? The answer would be to recover the brand characters that they used in the past.

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