Mascot moodboard and an updated plan for the essay

How can brands use cute characters to effectively appeal to a wide audience?

Psychology of cute

Emotional branding - empathy and emotional attraction

There is a rise of the audience of kidults

Japanese culture

“When someone stands in the dairy aisle to buy a gallon of milk, there is no emotional drive to purchase one brand over another,” explains Braunwart. This creates the space to tie an emotion-triggering tool

According to their study, emotional design characteristics influence the presentation of the consumers’ desired on emotion aspects, included repurchasing, recommending to others, attachment with the products, pleasing experi‐ ence in the purchasing process.

Starring in the brand story, mascots help consumers to interact with brands and even to develop affectionate relationships with them. The brand mascot provokes positive emotional reactions, and serves as a “magnet” for consumers.

Cuteness loans personality and a subjective presence to otherwise meaningless—and often literally useless—consumer goods, and in this way makes them much more attractive to consumers.

Case studies;

Kevin the carrot - aldi

London 2012 mascots - didnt work

John lewis - monty the penguin

Pokemon / hello kitty etc

Also research;

Uncalley valley - point of making something cute

Deliverables;

A brand that is serious or doesn't appeal to a wide audience - add a brand mascot

A over saturated product like bread and include a mascot?