When I think back on my formative years, I recall three ad icons that still stick with me today: Ronald McDonald, the Energizer Bunny, and Tony the Tiger. Burgers, batteries, and breakfast. Sure there are other marketing moguls that I could point out. The Marlboro Man, Betty Crocker, the Michelin Man, and Aunt Jemima are all fantastically successful icons that have survived nearly a century. But these are my favorites, and the icons most successful to me get my attention today.
Ronald McDonald reigned in my childhood household whenever there was a choice about where to eat. Happy Meals, playgrounds, and ice cream were all I could think about. But what made Ronald so successful is that he did not sell the food and experience; Ronald embodied fun. As a child I only needed a glimpse of Ronald and I had the McDonald’s fever, which could only be cured with a Happy Meal, of course.
Then there’s the Energizer Bunny: still going (and going) strong, too. Electronic toys were just beginning to grip the market, so batteries were a must. Even as a child I can recall my perception that Energizers were the best batteries. In fact, they were the only battery in my mind. To this day, all I have to see is that pink face on those dark shades and I am second guessing whether or not I have the right batteries in my mp3 player.
Finally, the grrrrrreat Tony the Tiger who had me thoroughly convinced that Frosted Flakes was the king of cereals. After all, you can’t beat anything that has frosting and is good for you too! Anytime I had the choice, Frosted Flakes was it. And it was a dark day when Mom came home with the generic equivalent.
Those are my votes based on my recollections, and these ad icons still influence me today.
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