100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 65

Here’s today’s Leo:

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett

Cheap and cheerful — people like to be engaged without a lot of overhead. If you can find a simple idea to communicate a simple concept — and do it in an entertaining way — it creates the *stimulus* of “this brand/company cares about my time and cares about me because they’re not trying to bore me,” with the resulting *response* of “I like this brand/company.” It’s not that complicated, but amazingly infrequent.

Here’s a great, award-winning campaign for Cheer detergent. It was done by the great team at Leo Burnett Canada, under the leadership of @MartinShewchuk. This is the campaign they created when I was brand manager on Cheer — behind this advertising we tripled the business in 1 year. The actor is Jeff Bergman, the voice of the Pillsbury Doughboy (and many other memorable characters), although he never says a word. Take a look:

#madmen #advertising @LeoBurnett #LeoBurnett #CheerDetergent #P&G

Continue to Day 66