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Knutmania
The Berlin Zoos celebrity
polar-bear cub has become
a merchandising sensation
PAGE A34

MAKE SAVE SPEND

GORDON CLARK (EDITOR) 604-605-2020 gclark@png.canwest.com SUNDAY, APRIL 8, 2007

PAGE A33

Bigfoot barker for Boston Pizza

SPOKESBEASTIES:

Why Richmond-based chain chose a sasquatch as its front man

BY PAUL LUKE
BUSINESS REPORTER

Hes tall, dark and hungry and

he has joined the zoo that advertisers are building in your brain.
Hes Louie, a meatball-loving
sasquatch Boston Pizza International has just hired as its spokesthing.
The seven-foot-tall moptop is the
star of a multimillion-dollar advertising campaign the Richmondbased chain has launched across
Canada.
The use of animal advertisers,
which began with the snake Satan
hired in the Garden of Eden, has
lasted too long to be a mere trend.
But one things for sure: Consumers
can expect the parade of spokesbeasties to get longer and longer.
Animals can be provocative. They
can be very powerful communicators, says Tim Silk, a professor at
the University of B.C.s Sauder
School of Business.
People are genuinely interested
in animals and are, perhaps, even
hard-wired to pay attention to their
behaviour.
Animals also have the big advantage of being able to ace a criminalrecord check.
Human spokespersons not only
cost buckets of money they damage a brand when they screw up in
their personal lives, experts say.
William Shatners integrity as a
spokesman is as spotless as the
Aflac ducks thats part of his
enduring appeal for advertisers and
consumers. But imagine the fallout
if he were found in a car with a
white powder said to be Romulan
laundry soap and two hookers
dressed as Klingon transvestites.
Celebrities can blow up in your
face, especially if they wind up with
criminal records, says Lindsay
Meredith, a marketing professor at
Simon Fraser University.
A cartoon character is something
you have a lot more control over.
When a company settles on a
spokescreature, consumers will
have to learn to live with it for a
while.

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Daryl Gardine is the brains behind Louie, Boston Pizzas new spokes-sasquatch.
It takes repeated exposure to consistent messages for a consumer to
forge a lasting association between
a product and an animal, Silk says.
Confusion or interference can
occur if people have difficulty
creating an association between an
animal and a message, Silk says.
Because youre competing for a
finite amount of association
strength, it becomes difficult.
One of the biggest challenges in

the advertising world is to cut

through the clutter of competing
messages, Meredith says.
It has been estimated an average
person commuting to work in a city
is exposed to 3,000 to 5,000 advertising messages a day, he says.
People develop defence mechanisms that screen out a lot of that
stuff, he says.
How do I get through to you?
How do I make you notice me?

LES BAZSO THE PROVINCE

Boston Pizza, which has previously used comedian Howie Mandel and actor John Ratzenberger as
spokesmen, decided a sasquatch
was the answer.
There was a slight challenge, however, for the pizza chain and DDB
Canada, its advertising agency.
Companies ranging from Kokanee beer to Cingular Wireless have
already enlisted bigfeet as mascots.
Daryl Gardiner, associate creative

Other famous spokescritters

The wombat, dung beetle and gila monster have
yet to make much of a splash in the world of
advertising.
But the advertising worlds animal house is busting at
the seams with other four-, six- and eight-legged
mouthpieces.
Here are a few members of the global marketing

menagerie: RCA Victors dalmatian, Teluss

monkeys and lizards, Aflacs duck, the Bell beavers,
Fidos dogs, A&Ws Root Bear, the MGM lion, Cokes
polar bears, Taco Bells chihuahua, Frosted Flakes
Tony the Tiger, Budweisers bull terrier Spuds
MacKenzie, Bordens Elsie the cow (Elmer, her husband, was spokesbull for Elmers Glue), 9Lives cat
foods Morris the Cat.

director in DDB Canadas Vancouver office and the brains behind

Louie, says earlier sasquatches have
been portrayed as elusive and
mysterious.
Louie, he says, is different: He
speaks, has rough-hewn charm and
his character will develop as the
advertising effort progresses.
Hes disarming enough he wont
polarize viewers into those who love
him and those who cant stand him
as often happens with celebrity
spokespersons, Gardiner says.
DDB considered two other
spokescharacters for Boston Pizza
a robot and a fictional athlete
but abandoned both of those concepts in favour of a legendary
critter who is, psychologically, a
blank slate.
People assume he knows nothing about the world around him,
Gardiner says.
For Boston Pizza, that becomes
a good device to convey a lot of
tactical information in an entertaining way.
Boston Pizza launched Louie in
print and television spots last
month. Joanne Forrester, the companys vice-president of marketing,
says the Louie campaign will cost
$14 million to $17 million.
B.C.s John DeSantis, a six-foot 11inch actor whose resume includes
a stint as Lurch in televisions The
New Addams Family, was cast as
Louie.
Whether Louie, who looks like a
Wookie-Neanderthal cross, can
spark a rush to Boston Pizzas 272
Canadian locations remains to be
seen.
UBCs Silk says the public often
perceives advertisers as calculating,
highly methodical machines that
know how to choose spokescreatures that will push consumers
buttons.
Thats not always the case. A lot
of these decisions are made fairly
quickly and they dont necessarily
have a lot of forethought, he says.
An idea may be good, but it may
not be executed well, and all we see
in public is the execution.
pluke@png.canwest.com

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Max Lenderman, GMR
Bob Scarpelli, DDB
George Helliwell, Economist
Photographer Albert Normandin
Terry McBride, Nettwerk Records
James Chutter, NYU Film School
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Canned Japan: A look into Japanese
vending machine culture.
"##$%&&#'()*+,-./0&.1((2341$1(!

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Foodists: Columnist for online food and
gastronomy publisher.
http://foodists.ca/author/brett-macfarlane!
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Age of Conversation 2, 3 and 4:
Contributor discussing technology and
brand structures.
http://www.ageofconversation.com/!
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Everyday Paris: Insight driven cultural
briefings for the curious contemporary
traveler (September 2013 release.)
http://www.everyday-paris.com
! http://www.ageofconversation.com/!
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