Character Development. Mascots, as a marketing tool.

Brand characters, or mascots, have been representing the nature of their businesses and products for ages, with the single purpose of bringing your business success. They should be unique and appeal to the emotional of the targeted audience, a positive emotion such as happiness or excitement.

BioLab Cadet Mascots

BioGuard Cadet Training mascots. From left: Walter, Dr Bio, Bactyson and Algie. – © BioLab Australia. All rights reserved.

Especially for mature and competitive markets, they enable customers to differentiate one product or service from another, giving you the opportunity to be noticed and remembered – quite often, with better results that trying it with features and prices.

You may have experienced, pricing war can be quite frustrating, if not harmful to the business. When well used, mascots can be a highly effective weapon, powerful and versatile. It’s hard to think today of M&Ms without the M&M characters. How about McDonalds without Ronald McDonalds or Cheetos, without Chester the Cheetah? And they are there for a number of reasons, being the most important: sales.

3D character design and development

As usual, the more information, the better. It starts with a detailed brief that defines the character’s characteristics, such as trait, poses, gender, temper etc. Once the illustrations are approved the character is modelled in 3D, set up and animated. They fit perfectly from printed materials to big screen projections.



3D Caricature

3D characters you are already familiar with. The good thing about these characters is that people tend to relate better and quicker to mascots, which makes it a good option when it comes to engaging a specific audience. In addition, it is a good fun for businesses to have their bosses, managers, directors and so on caricatured. It makes the presentations far more interesting when a virtual MC does it. Literally, they were born to do it.


Ju and Charles, from The Gourmandiser (

Are mascots that important?

Short answer is yes but, truth be said, not every company needs one. Summarise the essential benefits of your product or service and also of your competitors. You may see it might be very similar, enough to confuse people. When they can’t see differences between products it may comes down to “which one is cheaper” – risky place to be in that game. If that’s your case, we can definitely help. Again, mascots are there to sell. They “talk” to your audience, give your organization personality and show people what’s different in YOUR company. It’s much easier to relate to a character than to a corporate institution, so you get better responses, more quickly.

Call now to discuss the best mascot to represent your business.