Mascots and characters in bicentennial vinegar brands

Created in 1898, Bibendum, better known as Michelin Man, is probably the oldest brand mascot in history. Mascots are friendly ambassadors of its owning brand's values in consumers' minds. For a better engagement, mascots typically have human features. Mascots' analysis across time allows understanding the evolution of marketing strategies in connection to new customs.

Based on our research, British Sarson's is the only European vinegar brand relying on mascot-based marketing. Sarson's, which is now celebrating its 230th anniversary, introduced in 2014 two mascots: Fish and Chip (common British term for French fry) who shared their Friday nights getting soaked in Sarson's malt vinegar in different ways [1]. The brand, who had been recently acquired by the Japanese group Mizkan [2], hired Paul Thurlby, who inspired himself in the very British so-called dish, for which vinegar is one of the most popular seasonings. Two years later, Sarson's added Mushroom and Chili characters with the aim of emphasizing malt vinegar's versatility for stews, sauces and oriental cooking [3]. Since 2019 Sarson's has replaced its vinegar-loving mascot cast by a humanized version of its iconic potbellied bottle, which got a revamp in 2023 [4].

Sarson's mascots evolution might have been part of a strategy to progressively lower average target consumer age. Leaving behind reliance on traditional press of the Fish and Chip era, Mushroom and Chili specifically targeted the demographic of 25–45-year-olds via online media. The latest mascot has gone one step further by starring short videos in TikTok, a social media platform whose highest penetration is among users in the 18 to 34 years old segment [5].

Rather than mascots, predominance of family-owned businesses in vinegar industry has naturally led to labels with drawings of their founders. Also in the 18th century, a Carmelite monk gained great notoriety in the streets of Bordeaux selling vinegar [6]. His original image still dominates today the logo of French vinegar brand Tête Noire. In its evolution, this character has lost the cross hanging from his neck, which in our opinion makes the brand lose part of its differentiating essence. From the same century, German Hans–Georg von Ribbeck, who enjoyed giving pears to children nearby Berlin, is the protagonist in the balsamic pear vinegar range produced by his descendants. Even a poem was composed in his honour by the novelist Theodor Fontane in 1889 [7].

Introduction of new market segments within the vinegar market is an opportunity to develop new characters beyond brand history. Italian brand Il Borgo del Balsamico has launched Il Tinello (aka the Dining Room), an intermediate vinegar range between Traditional PDO (Protected Designation of Origin) and mass-produced vinegars [8]. Characters on their labelling, created by Maddalena Olivi, remind us of Fido Dido, the 7UP character which was so popular in the 90s.

Given the healthy growth of European vinegar market, we wonder whether other traditional brands will promote new mascots and characters to differentiate from competition. Italian De Nigris, which classifies its vinegar varieties with color-coded eagles, or Belgian De Blauwe Hand (literally The Blue Hand) could easily leverage their current assets in this regard.

References:

[1] Sarson's retro ad campaign reminds UK that it's 'fish and chip Friday', FoodBev Media. September 12th, 2014. https://www.foodbev.com/news/vinegar-brand-sarsons-adopts-limited-edition-retro-bottle/

[2] Sarson's. Wikipedia. Retrieved April 14th, 2024 from https://en.wikipedia.org/wiki/Sarson%27s

[3] Sarson's launch campaign to promote malt vinegar's versatility,FoodBev Media. July 6th, 2016. https://www.foodbev.com/news/sarsons-launch-new-campaign-to-promote-versatility-of-malt-vinegar/

[4] We've had a revamp, TikTok. May 24th, 2023. https://www.tiktok.com/@sarsons_uk/video/7236693451763502362

[5] Essential TikTok statistics and trends for 2023, DATAREPORTAL. Retrieved April 14th, 2024 from https://datareportal.com/essential-tiktok-stats

[6] Présentation, TÊTE NOIRE. Retrived April 14th, 2024 from https://www.vinaigre-tetenoire.fr/index.php/presentation

[7] Herr von Ribbeck auf Ribbeck im Havelland, hmn.wiki. Retrieved April 14th, 2024 from https://hmn.wiki/es/Herr_von_Ribbeck_auf_Ribbeck_im_Havelland

[8] Il Tinello Branching out. Retrieved April 14th 2024 from https://www.ilborgodelbalsamico.it/en/balsamic-vinegar-il-tinello/