Anyone who has browsed an M&S at a train station or airport would have no doubt come across the much loved, Percy Pig. 🐷
I would even go as far to say our adorable friend is a British 🇬🇧 icon. Boasting over 91,000 followers on Instagram.
To me, he represents a real jewel in M&S’ crown. He takes a growing spotlight and is in “supercharge” mode, expanding across categories from clothing to home accessories.
Beyond the fluffy feelings, there is real science behind the strategy. You see the use of characters and associations is well documented. Brands can really build memory structures, using this technical known as ‘fluent devices’.
Take a look at System 1, research that shows the top factor in building advertising re-call is… you guessed it; animals.
We have seen brands use this time and time again, from cows (Virgin Media) to bulldogs (Churchill) to meerkats (Compare the market).
So the genius of Percy goes beyond just a sweet treat and really is a commercial juggernaut.
The question is how are you using characters to your advantage?