January 30, 2004

Mr. Clean to Wed CoverGirl?

One trend in advertising caught our eye recently, worthy in fact of passing along. It's an extension of "co-marketing," where two brands work together to maximize awareness and credibility in a crowded marketplace (think the Eddie Bauer Ford Explorer or Crest toothpaste with Scope flavor). This winter, you'll be seeing ads touting Sprint PCS service featuring.the Pillsbury Dough Boy. Target is running TV spots that show Tony The Tiger, Mr. Peanut, Snap, Crackle & Pop, and the M&Ms strolling into a local Target.

Why, you ask?

The answer lies in the minds of consumers and wallets of advertisers. Buyers like us have longstanding "relationships" with these retail characters. Joining them together brings the marketing power akin to the creation of a musical supergroup. At the same time, as endorsement fees skyrocket, replacing complicated, pricey, and sometimes law-breaking celebrities with simple animated folk becomes an all-too-tempting alternative.