As with many animated advertising mascots, Chiquita Banana was the brainchild of an established cartoonist in this case, Dik Browne, creator of Hagar the Horrible. His potassium-powered pitchwoman hit the airwaves in 1944, crooning a signature tune penned by BBDO and sung by 40s vocalist Patti Clayton:
… About My Buying Motives and Embrace My Instantly Approaching Death
I am riding my bike a lot these days, both for sake of fitness gains and training for long-distance rides. However, I have to take advantage of the small window of opportunity I have between the hours of 4 to 6 a.m., several times a week. Needless to say, I ride alone. These hours spent grinding away on my favorite bike trail around Stone Mountain Park have given me welcome time for introspection and meandering thoughts as I pedal circuits around the mountain. It has been a while since I have had time to quietly entertain myself in deep thought.
Around the world, he’s known as Don Limpio, Monsieur Net and Mister Proper but, here in America, he’s just Mr. Clean—and his famous bald face has been popping up in messy kitchens since 1957.
Dreamed up by Harry Barnhart and Ernie Allen of the Chicago ad firm Tatham-Laird & Kudner, Mr. Clean was given a tough, muscular appearance that was reportedly modeled after a Navy sailor.
Probably one of the more violent characters we’ve covered here, this Hawaiian Punch mascot has been pulling his cruel switcheroo on unsuspecting victims ever since his creation by cartoonist Joe Malerba in 1962.
On a recent trip to London, one of many tourist stops was the Museum of Brands, Packaging and Advertising, in Notting Hill. As soon as I walked in, I immediately noticed shelves and shelves of products, posters, ads and videos, all shouting out the various brand names that have been developed over the years. It is an amazing assortment of stuff at first glance, and it became even more impressive upon further inspection.
The wealth of product containers, signs and products that museum owner Robert Opie had the foresight to save (and preserve in mint condition) for this museum is truly remarkable. If you’ve clicked around our B2B agency’s website, or visited our creative campus, you are well aware that Opie and MLT Creative may be kindred spirits.
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Expanded Edition
A Whiteboard Overview by Marty Neumeier
The Brand Gap is a good read and an excellent reference guide for all things “branding.” The style of the book is based on a presentation, using illustrations and diagrams to help you recognize the five disciplines of branding and learn to apply them to various situations.
This member of MLT Creative’s collection of vintage ad mascots is the seafaring spokesman for Cracker Jack, a classic caramel confection with a rich (and crunchy, and sticky) American history that dates back to 1893, at the first World’s Fair in Chicago.
A few MLTers and I met with a prospective client for the first time. During the get-to-know-yous, as we learned about each others business, our prospect made a very interesting comment. He said something to the effect of, I think brands are becoming less and less important because there is so much information available. A brand is simply a promise, and when information is available, the brand isn’t as important.
Much as Marilyn Monroe was once Norma Jean Mortenson, and Cary Grant began life as Archibald Leach, famed ad character Speedy Alka Seltzer was born under a much less memorable moniker.
Though MLT Creative is a B2B marketing agency, we also have a passion for advertising in general, and an endless fascination with the industry’s history. That’s why our offices are home to hundreds of classic advertising characters, in figurines of plastic, porcelain, metal and clay. Some of these brand mascots are relics of a bygone era, while some endure to this day, but each of them has a story. And every week, I’ll take a closer look at one.
