Allegories Defined

An allegory is a story about an abstract concept personified in a fictional character, such as a person, animal, or plant. Marketers have used these characters in branding for a long time. I would like to take the pleasur to define popular allegories from my view point.

Mr. Peanut

Mr. Peanut is the spokesperson for Planter's Peanuts. He represents a friendly, healthy man. He is limber and classy. This translates to consumers that Planter's Peanuts are a healthy snack. They are classy. Also, the fact that Mr. Peanut himself has not changed too much over time shows consumers that the product is consistent as well. The brand did it right the first time, so it hasn't had to change much.                      

 

Snuggle Bear

Snuggle Bear is the spokesperson for Snuggle fabric softener. Just looking at him makes you want to cuddle. He is so soft and cuddly. He is a sweet little companion. Snuggle represent the exact qualities that the product of Snuggle offers. The brand is a familiar friend that provides comfort.

Michelin Man

The Michelin Man is the spokesperson for Michelin Tires. He is a cool, strong, man. I'm not sure if he's covered in padding or muscles, but he looks tough and safe at the same time. He is a reliable friend. Michelin has used the Michelin Man to portray this same image to consumers about its tires. They are reliable, tough, and keep you safe. Just like all that padding around the Michelin Man.

Mr. Clean

Mr. Clean is the spokesperson for Mr. Clean cleaning products. He is a squeaky clean kind of guy. From his perfectly white shirt and eyebrows to his sparkling shiny head, he is all around clean. Not only is he clean, he is also strong and a bit rebellious (judging off the gold hoop in his ear). The brand has used Mr. Clean to represent its products. He represents the quality of their product. When consumers are deciding what brand of cleaning products to use, the familiar face of Mr. Clean helps make the decision easy. 

Whether allegories work or not, I find them fun to define. Next time you find yourself feeling a personal connection to an allegory, take a minute to laugh at yourself and think of a marketer.