List of European advertising characters

This is a list of notable mascots and characters created specifically for advertising purposes, listed alphabetically by the product they represent.

The Michelin Man – Bibendum

The list
CompanyCharacter(s)Years usedNotes
Birds EyeCaptain Birdseye1967–present
British American Tobacco Bruno (HB-Männchen)[1] 1958-1972[2] Used in Germany to advertise for the cigarette brand HB. The choleric little man that literally blew up in the air when in anger and was cooled down when smoking a HB cigarette, is considered one of the most popular mascots in German advertising history.[1]
Cadbury Cadbury Caramel Bunny 1980s
Carrefour PolandKerfuś2022–present
ChurchillChurchill1996–presentVoiced by Bob Mortimer and partners Vic Reeves in adverts.
Cillit BangBarry Scott2007–2016Has been replaced by a mechanic dancing to a remix of "she's a maniac" from Flashdance.
comparethemarket.comAleksandr OrlovJanuary 2009–presentVoiced by Simon Greenall
Confused.comCara Confused2010–2013
Brian the Robot2013–2016
Deutsche Telekom Robert T-Online 1999-2003[3] Portrayed by Matthias Kostya, similar in appearance to the character Max Headroom
Direct Linethe Direct Line phone with wheels1985–presentin 2009 the Direct Line phone with wheels was given a voice by Stephen Fry and got an accomplice in the form of the Direct Line mouse with wheels, voiced by Paul Merton
Dr. Oetker Frau Renate 1954-1960s[4] Portrayed by Hannelore Cremer
Ergo Lebensversicherung Herr Kaiser 1972–2009[5] Portrayed by Günter Geiermann (1972–1990), Franz Michael Schwarzmann (1990–1996) and Nick Wilder (1996–2009); Used as the queen's disguise in the comedy film 7 Dwarves – Men Alone in the Wood (2004); Has a cameo in a 2017 Check24 commercial[6]
Ferrero Mr. Bon[7] 2011–present[8] Used in Germany to advertise for the product Kinder Schoko-Bons
Nocci[9] 2023–present Name derived from the Italian word for hazelnut, "nocciola"
Ole[10] 2020–present[11] Used in Germany to advertise for the product Kinder Pingui
Gocompare.comGio Compario2009–present
Haribo Goldbear 1960–present
Iglo Käpt'n Iglo 1985–present German mascot of the brand
Little Chef'Fat Charlie'1958–present
Lombard Directthe Lombard Direct phone1995–present
MichelinBibendum (the Michelin Man)1898–present
Milka Milka cow 1971–present[12]
MilkybarMilky Bar kid1961–1998, 2000–presentthe Milky Bar Kid is now computer generated and not an actual child
Nederlandse Zuivel Organisatie Frau Antje 1961–present Portrayed by Kitty Janssen (1961-1963), Emilie Bouwman (1963-1980s), Ellen Soeters (1973), Saskia Valencia (1980s-1998, 2000–2012) Madeleen Driessen, Jeannette van Enst and Floor Schothorst (2012–present)
Nescafé Gold BlendThe Gold Blend couple1987–1996[13]an episodic romance revolving around coffee, which spawned a 1993 novelization. Also used in Taster's Choice ad campaigns in the United States.[14]
Orange Polska Serce and Rozum 2010–present The characters were originally developed for Telekomunikacja Polska, which in 2012, become Orange Polska. Characters had appeared for the last time in television commercial in 2017, however they are still used by the company on its social media.[15]
Oxothe Oxo family1983–1999
118 118the 118 118 men2003–presentthe 118 118 men became the 118 118 team in 2006 and was themed as an A team parody
Sheilas' WheelsThe Sheilas2007–presentPlayed by Emma Robbins, Carly Romain and Cathi Ogden. The trio would later become a pop group after the commercials took off and continued to perform in this capacity during their live appearances
TaytoMr. Tayto1954–PresentIrish crisp company
Tesco Stores LtdTommy Tesco and Flynn the Frog2011–PresentTommy is voiced by Stephen Mulhern
Tetleythe Tetley Tea Folk1973–2001, 2010–present
WalkersDez, "The Number One Spice Girls Fan!"2019Forsakes himself (and embarrasses the entire United Kingdom on social media) for refusing to share his Walkers Crisp with the Spice Girls after winning a chance to tour with the act; his Mum shames him by leaving with the girls

See also

References
  1. "Das HB-Männchen – Werbefigur des Wirtschaftswunders | Zeithistorische Forschungen". zeithistorische-forschungen.de. Retrieved 2023-07-02.
  2. FILM, TACKER (2021-01-02), Die Geschiche des HB Männchens, retrieved 2023-07-02
  3. "Die Geschichte der Deutschen Telekom: Deutsche Telekom". www.computerwoche.de (in German). Retrieved 2023-07-02.
  4. "Hannelore Cremer war Frau Renate - memoryRadio". www.memoryradio.de. Retrieved 2023-07-02.
  5. "Hamburg Mannheimer: Herr Kaiser verliert nach 35 Jahren seinen Job – WELT". DIE WELT (in German). 2015-09-01. Retrieved 2023-07-02.
  6. "Hallo, Herr Kaiser: Wie Check24 der legendären Werbeikone ein selbstironisches Comeback verschafft – HORIZONT". www.horizont.net (in German). Retrieved 2023-07-02.
  7. "kinder Schoko-Bons - Mr. Bon - kinder Deutschland". www.kinder.com (in German). Retrieved 2023-07-02.
  8. Kinder Schokobons Werbung, retrieved 2023-07-02
  9. KG, FERRERO MSC GmbH & Co. "Name gesucht! | www.das-ist-ferrero.de". www.das-ist-ferrero.de. Retrieved 2023-07-02.
  10. KG, FERRERO MSC GmbH & Co. "Pinguin Ole von kinder Pinguí über Glücks-Momente, Herausforderungen und mehr | www.das-ist-ferrero.de". www.das-ist-ferrero.de. Retrieved 2023-07-02.
  11. "kinder Pinguí. So geht Auszeit! | Wer freut sich denn hier so? Kleiner Tipp: Er heißt Ole und ist der Star des neuen TV-Spots von kinder Pinguí. | By Kinder | Facebook". www.facebook.com. Retrieved 2023-07-02.
  12. Redaktion (2012-07-22). "Wie die lila Milka-Kuh Adelheid zur Werbe-Ikone wurde". DerWesten.de (in German). Retrieved 2023-07-02.
  13. Elliott, Richard; Percy, Larry (2007). "Love Over Gold - The untold story of TV's greatest romance". Strategic Brand Management. Oxford University Press. pp. 55–6. ISBN 978-0-19-926000-3.
  14. James, Susannah (1993). Love over Gold. London: Corgi. ISBN 0-552-14104-6.
  15. "Serce i Rozum znikają z reklam Orange, w nowej kampanii dziecięce "All you need is love" (wideo)". wirtualnemedia.pl (in Polish).
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