The musical was so successful that the term became quickly a synonym for luck. Today, far from any cultural reference and any symbolic association, the mascot has became a character, a hero, an animal that bring a message. It often happens that many brands leverage the use of mascots to spread their values and personality or to engage in a relationship with their consumers, specially when the target is "young". Let's see who they are and how are they used today particularly on children’s packagings.
Whether we’re talking about food, games or any other products for a "young" target, they are often associated with fictional characters that are intended to follow and guide the child at certain times of the day such as breakfast or leisure time. Think about the Fruttolo cow. Created in 1984, since then the cow experience many transformations that led her to get closer to the world of children still remaining a strong element of brand’s recognition. The role of the cow, as well as being child-friendly, is to reassure mothers on the quality and authenticity of products. Today it is part of the imagination of all consumers first of all of the product and the place it takes in the people’s mind. Remaining in the sector of snacks we also think to the Kellogg's cereals mascots. It does not miss the opportunity to reaffirm to children the nutritional characteristics of the product. When the mascot becames a "friend" its job is to capture the attention and trust of the child in a kind and fun way to ensure a strong bond with the brand.
As they get older and move from being children to being "boys", the brand abandons the idea of the friend looking for a character able to do extraordinary things in with identify him or herself. Playful characters like the cow leave space to superheroes that are adventure lovers who became a real model to learn from. An example are the superheroes of Aquafresh intent to meet the space challenges and at the same time teach the child the importance of a good oral hygiene by making it more fun. In this case, since the identification is fundamental, even heroes differ in males and females using a language tailored to the sexes.
While the mascots are often a free association of the mind, the use of borrowed characters coming from cartoons and used in licensing with a specifi product, it is the more direct immediate way to bring values to the brand. A pack of product that uses Bart Simpson will convey values such as empathy, independence, irreverence and freedom, as well as Mickey Mouse communicates loyalty, friendship and spontaneity in every product will be represented. In this case the Brand choose the character that best represents themself assigning to his "fame" the relationship with their consumers.
Another thypology of heroes that is often on the pack in the “real hero”, that means a VIP from TV, a famous sport man or someone else tha does not come from the fantastic world but from the real one. In this case the mascot is able to give a more social experience with which to confront from which to learn. Take, for example Rossella Brescia, a famous italian dancer, who lives on the Fitness Néstlé pack, or think about Buffon face present on the Special K and to Marchisio who lives on the Pepsi Coke pack.