Lars, You Need a Cause
June 24, 2009
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I’ve recently noticed some interesting ads, focused on brand loyalty and awareness:
In Marketing 101, we learned that these are examples of institutional advertising, intended to build awareness and generate goodwill, not to promote a particular product. Which brings us to Lars, the animated avatar from Lawson.
Lars is cute and the videos are obviously well-produced. But the message just isn’t compelling. Lawson should be using this opportunity to tie their products into some meaningful community service; saving cats just seems so irrelevant. Given our economic situation and all that we face, how about tackling a serious problem, like expanding into electronic health records (EHR), or tracking your carbon emissions? Sure, it’s cool to have a mascot/avatar, but it needs to be more than just a cartoon.