Brand characters boost the effectiveness of TV ads

System1, the research firm, assessed thousands of television ads to determine if the presence of a brand character yielded an improvement in performance.

Ronald McDonald. Tony the Tiger. Mr Peanut. The Aflac Duck.

Each of these iconic characters has come to represent their parent brand – McDonald’s restaurants, Kellogg’s Frosted Flakes cereal, Planters peanuts and Aflac insurance, respectively...

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