Research project aiming to test the effectiveness of cute characters on appealing to wide audience. Colgate's children's range was re branded and a sub brand named Pearlies was created to incorporate the use of a cute character for the response.
The sub brand incorporates Colgate’s existing children’s range of toothpaste, with having three for the different age groups. The main focal point of the branding for the sub brand is the cute character. The character represents a tooth, with adhering to (shields, 2010) quote of ‘the first rule of mascot creation is to make something familiar and accessible, not something alien’. The tooth is easily adaptable within the different ages, with adding a design feature according to the age.
