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28 June 2005
Farm mascot attracts attention
There is a Food Festival ongoing outside the biggest mall on Singapore’s Orchard Rd, targeted at families and children. Besides the galore of local food available, my attention was fixated on this booth at the corner. What caught my attention? A pair of cartoon mascots that looked like one of those Japanese kawaii Qoo drink mascots, but a little more.
Somehow the mascot communicated the inquisitiveness of young children, eager to discover their immediate environs. Walking over to find out a little more, I realised that these mascots were actually created by a local organic farm, designed to propagate and get young children interested in their farm tours and activities. I am impressed, since when did local kampung farms come close to using mascots for their marketing endeavours? This one is no ordinary farm.
Good mascots have always appealed to young children, driving up the fun and involvement quotient in a company’s products/services. Mcdonald’s have a mascot that contributed immensely to the early popularity of Mcdonald food chains with families. That marketing strategy has worked well in capturing market share in arguably their biggest fast food eating audience, the young teens and children. Certainly, Mcdonald’s success came not only from the creation of the mascot, but also from some very aggressive and spot on merchandising (plenty of associated toys for the children) and product packaging (happy meals). The visual image of friendly Ronald Mcdonald, the prospect of some yummy fast food, and a cute toy to take home combines to make Mcdonald’s irresistible to any young kid.
Back to this kawaii new farm mascots, I believe they have a cute quotient not any less than Ronald Mcdonald. With great and fun farm activities and some good merchandising, young kids will find this irresistible.
A cute mascot and some great mascot merchandising will market your good products and services.
Watch out for this new kid on the block - The GardenAsiaKids.
Source: http://www.gardenasiakids.com
Ian Choo, 28 June 2005
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June 2005
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