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Posts Tagged ‘Toniq’

Can You Change the Message But Keep the Mascot?

In a post we did last week, about when a brand should change its mascot, we referenced a quote from Toniq MD Cheryl Swanson, who said McD’s might want to take a look at the Ronald McDonald and determine whether it’s “still meaningful or a throwback to the last century.”

In the comments section, shmaraksmpr asked if, in Swanson’s comments, there “was any mention of whether or not the spokesperson could stay the same but the messaging were different.” We took the question to Swanson, and her email response is after the jump.

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When Should Your Brand Get a New Mascot?

McDonald’s CEO Jim Skinner took a stand on behalf of Ronald McDonald at last week’s annual shareholders meeting in the face of criticism that the clown mascot promotes unhealthy eating habits and childhood obesity.

“Ronald McDonald is an ambassador for McDonald’s, and he is an ambassador for good,” Skinner said. “He does not advertise unhealthy food to children.”

Still, people continue to take issue with the mascot, wondering whether Ronald should be retired. Today, food website Epicurious asks whether there should be a change.

Recently, we’ve watched Aflac turn their search for a new voice for its duck mascot into a news story. Old Navy finally bid adieu to its spokes-mannequins in recent months. Capital One has added Alec Baldwin to its commercials, so could the Vikings be soon making an exit? And Old Spice has toyed with the idea of an ad without man mascot Isaiah Mustafa.

So when is it time for a new face?

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