Animation Companies in Johannesburg: Anthropomorphic Characters
In 1952, Tony the Tiger made his debut as the mascot for Kellogg’s Frosted Flakes, created by artist Eugene Kolkey. Tony was unlike any other cereal mascot before him—energetic, friendly, and full of personality. With his iconic “They’re grrreat!” catchphrase, Tony became a symbol of fun and excitement, bringing more than just a breakfast cereal into people’s homes. Over the years, his character has become a staple of advertising, showing just how effective an anthropomorphic character can be in making a brand unforgettable. So why do these animated characters, whether they are animals, objects, or even robots, work so well in advertising? In this article, we will explore the rise of anthropomorphic characters and how they have transformed marketing strategies across various industries. For companies interested in using anthropomorphic characters, animation companies in Johannesburg can offer support in designing and animating unique characters.
The Appeal of Anthropomorphic Characters
At their core, anthropomorphic characters are designed to imbue non-human entities, like animals or inanimate objects, with human-like qualities. This makes them more relatable and can create a sense of familiarity. Whether the character is a talking gecko or a witty robot, the way these characters engage audiences is notable.
Why are these characters so effective? For one, they break the ice. Viewers often respond better to friendly faces and personalities, even when those faces belong to a talking raccoon or an animated robot. The combination of human traits with a unique design helps businesses create characters that are fun and entertaining, while still delivering their marketing message. For animation companies in Johannesburg, this provides an opportunity to create truly standout characters that make campaigns more memorable.
Case Study 1: Geico – The Gecko
Overview: One of the most iconic examples of an anthropomorphic character in advertising is the Geico Gecko. Introduced in 1999, the Geico Gecko’s British accent and quirky personality made him a perfect fit for the insurance giant’s marketing strategy. The Gecko’s character helped turn Geico from just another insurance provider into a brand with personality and flair.
Impact of the Gecko: The character’s success lies in his relatability. Geico’s use of the Gecko has humanised the otherwise dry subject of insurance. Over time, the Gecko became synonymous with Geico’s approachable, customer-friendly image. Animation companies in Johannesburg could draw inspiration from this by developing similarly relatable and appealing characters for brands in more traditionally “serious” industries.
Expansion Across Campaigns: The Gecko’s popularity led to his presence in everything from commercials to social media and even video games. His consistent personality has helped strengthen Geico’s brand identity, making it instantly recognisable. The Geico Gecko is a prime example of how an anthropomorphic character can impact a brand’s marketing effectiveness.
Case Study 2: Aflac – The Aflac Duck
Overview: Aflac’s insurance campaigns have been led by the Aflac Duck since the year 2000. Known for his simple but effective “Aflac!” catchphrase, the duck’s antics have added a humorous and approachable dimension to Aflac’s marketing. As insurance can be a difficult subject to sell, the introduction of a humorous and approachable character was a game-changer.
Impact of the Duck: The Aflac Duck represents the simplicity and accessibility of the brand. Its comedic nature helps make insurance seem less intimidating and even fun. The effectiveness of the campaign is evident in the significant increase in brand recognition. The Aflac Duck has allowed the company to connect with its audience in a memorable way, which animation companies in Johannesburg can replicate for clients in any industry looking to soften their messaging or inject humour into their brand.
The Enduring Popularity: The Aflac Duck continues to be a central figure in the company’s campaigns, showing that a well-designed anthropomorphic character can stand the test of time. Its continued presence has allowed Aflac to maintain relevance, attracting new generations of customers while keeping existing ones engaged.
Case Study 3: Coca-Cola – The Polar Bears
Overview: Coca-Cola’s use of anthropomorphic characters dates back to 1993, when they introduced the iconic animated polar bears in their holiday advertising. The friendly, family-oriented image of these bears helped Coca-Cola reinforce its message of warmth and togetherness during the holiday season.
Impact of the Polar Bears: The polar bears convey a sense of joy and unity, which corresponds strongly with Coca-Cola’s brand image. The use of these animated characters transformed the brand’s holiday campaigns into a celebration of togetherness, making Coca-Cola synonymous with warmth, family, and good times. Animation companies in Johannesburg could similarly work with clients to develop characters that embody specific brand values.
Long-Term Success: The Coca-Cola polar bears continue to feature prominently in the company’s holiday campaigns. Their enduring popularity is a testament to how well-executed anthropomorphic characters can become beloved icons, ensuring a brand remains relevant year after year.
Case Study 4: M&M’s – The M&M’s Characters
Overview: The M&M’s characters—each with their own distinct personalities (Red is sarcastic, Yellow is innocent, Green is confident, and so on)—have been a hallmark of the candy brand’s marketing for decades. These characters personify the different aspects of the candy itself, transforming them from simple chocolates into memorable characters.
Impact of the M&M’s Characters: These characters have contributed significantly to M&M’s brand marketing, helping to humanise the brand and add a layer of personality that appeals to a broad audience.They have been featured in television ads, digital campaigns, and even live events. Animation companies in Johannesburg can draw inspiration from the success of M&M’s characters by helping brands build unique characters that reflect their values or products.
Brand Success: Through their personalities and quirks, the M&M’s characters have become a major part of the candy’s identity. Their ability to connect with consumers, especially children, has contributed to the continued success of the brand.
Case Study 5: Tony the Tiger – Kellogg’s Frosted Flakes
Overview: Tony the Tiger has been the face of Kellogg’s Frosted Flakes since the 1950s. Known for his energetic personality and his catchphrase “They’re grrreat!” Tony has become one of the most recognisable characters in the food industry.
Impact of Tony: Tony’s enthusiasm and friendly nature have helped Kellogg’s create an image of fun and energy. This positive image appeals to both children and adults, cementing Frosted Flakes as a beloved breakfast option. Tony the Tiger’s ability to engage audiences across generations is an excellent example of how well-constructed anthropomorphic characters can transcend time.
The Legacy of Tony: Tony’s continued presence in marketing campaigns, particularly around product launches and special editions, has helped keep the Frosted Flakes brand relevant. Animation companies in Johannesburg could help create similarly enduring characters for clients aiming for long-term brand loyalty.
Case Study 6: Planters – Mr. Peanut
Overview: Mr. Peanut has been the mascot of Planters since 1916. This sophisticated, monocle-wearing peanut has been a central figure in the company’s marketing for decades, adding a touch of class and personality to the brand.
Impact of Mr. Peanut: Mr. Peanut’s distinguished persona has helped Planters make a strong impression in the competitive snack industry. He represents the brand’s premium image, while also providing a touch of humour and charm. Animation companies in Johannesburg may find that using a well-designed character like Mr. Peanut can create an unforgettable brand experience, especially in industries where sophistication and humour are valued.
Character Evolution: Mr. Peanut’s continued evolution, including the dramatic “death” and “rebirth” during the Super Bowl, shows that a character can be refreshed while maintaining its core personality. This ability to evolve with the times ensures that anthropomorphic characters can stay relevant across different marketing channels and consumer generations.
Conclusion
A well-designed character can be just the thing to make your brand stand out. Think Tony the Tiger—simple, but it works. These characters do not have to steal the spotlight, but they do help people remember what your brand is about. Animation companies in Johannesburg can help create characters that match your brand’s personality. It is not about making it complicated—just about finding something that fits. So, when planning your next project, consider a mascot character. It might be the one thing that creates that extra buzz, making your brand not just memorable, but something your clients are excited to see more of.
Thinking about adding a mascot to represent your brand? We can help. Reach out to Sound Idea Digital, and let’s get started.
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