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SMALL BUSINESS
Brand Mascot Makeovers
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AP
My, You've Changed!
Don't get too comfortable with your favorite brand icon. Some companies will refresh their icon to breathe new life into old ad characters and drive sales.
Take the Michelin Man, for example. Used since 1905, he has been given a fitter, trimmer physique to reflect more health-conscious times.
Click through our gallery to see more brand mascot makeovers.
Next: Uncle BenQuick Quizzes:
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Cassandra Shie, AOL
Uncle Ben, Chairman
Around for more than 60 years, both black and white consumers described Uncle Ben as someone "they know and love."
However, it was a challenge for food giant Mars to feature him prominently in ads due to the sensitive racial overtones of his image. The fix? A promotion to chairman of the company in '07.
See Ben's new executive office at www.unclebens.com.
Next: Ronald McDonaldQuick Quizzes:
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McDonald's
Ronald McDonald
In his first TV appearance in 1963, the happy clown was portrayed by none other than Willard Scott. Since then, he's gone through several updates.
Most recently, in the summer of 2005, Mickey D's mascot was given a leaner, sportier look. Today, Ronald McDonald is depicted as a snowboarding, biking, soccer-playing clown in a form-fitting jumpsuit.
Next: The Maytag RepairmanQuick Quizzes:
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Courtesy of Maytag
Maytag Repairman
First came the late Jesse White who played the Maytag Repairman from 1967 until 1988. Next came Gordon Jump who retired from the role after 15 years. Then actor Hardy Rawls took the job in 2003.
When Mr. Rawls' contract expired, Maytag expanded auditions beyond professional actors. So who will play Ol' Lonely next? Real estate agent Clay Jackson from Virginia.
Next: Michelin ManQuick Quizzes:
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Stan Honda, AFP / Getty Images
Michelin Man
Bibendum, better known as the Michelin Man, was created in 1898 by a French artist. It was commissioned when one of the Michelin brothers noticed that a display of stacked tires resembled a human form.
It is one of the world's oldest trademarks and in 2000, it was elected the "Best Logo of the Century." As noted in the intro, his rotund figure has recently been slimmed down.
Next: Aunt JemimaQuick Quizzes:
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Aunt Jemima
Born into slavery in 1834, the plump, smiling, kerchief-wearing black woman was really Nancy Green. In 1893 she signed a lifetime contract and appeared in ads all over the world.
However, her outdated and negative portrayal of an African-American woman offended many and in 1989, her image was updated by removing her kerchief, adding pearl earrings, a lace collar and slimmer look.
Next: Juan ValdezQuick Quizzes:
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Tim Chapman/ MCT
Juan Valdez
In 1959, an ad agency created the fictitious character Juan Valdez to symbolize the many hardworking coffee farmers in Colombia.
Jose F. Duval was the first "Juan." After 10 years, Carlos Sanchez took the reins of trusty mule Conchita. He remained in the role for 37 years.
Today the spirit of Juan Valdez lives on in Carlos Castañeda. He became Juan in 2006.
Next: BK's The KingQuick Quizzes:
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Getty Images
BK's The King
Aiming to be on the cutting edge of pop culture, Burger King reinvented its mascot, The King, in 2004. Since then he has appeared in about 75 commercials, at least 17 Jay Leno skits, teen T-shirts and even Halloween masks.
With its oversized head and creepy plastic looking face, BK is hoping to make its brand hip with young males who eat fast food up to 16 times per month.
Next: Sun-Maid Raisin GirlQuick Quizzes:
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Sun-Maid Raisin Girl
The image of real-life Lorraine Collett Petersen in her mother's red sunbonnet was first applied to packages of Sun-Maid Raisins in 1916. While the trademark has changed with the times, the design has always been based on the pose by young Lorraine.
Most recently, a contemporary animated version was created featuring a California-style tan and a wider, whiter smile.
Next: Buzz the BeeQuick Quizzes:
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Buzz the Bee
According to FORTUNE Small Business Magazine:
Honey Nut Cheerios' Buzz got a revamped look, voice, and hive designed to capture his "bee-ness" (a previous problem was that he acted more like a person than an insect), and the product jumped from the No. 5 cereal sold in the U.S. to its current spot at No. 2.
Next: Colonel SandersQuick Quizzes:
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Colonel Sanders, KFC
In 2006, Colonel Sanders donned a cook's red apron in lieu of his long-worn white suit jacket.
With a more defined face and bolder colors, the new logo kept his bow tie, glasses and goatee.
This was fourth logo change in 50 years, but the first in nearly a decade.
Next: Morton Salt GirlQuick Quizzes:
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Morton Salt
Morton Salt Girl
The more things change, the more they stay the same. Or so could be the Morton Salt motto. The umbrella girl has changed six times since 1914, but essentially stayed the same.
The most recent update was way back in 1968. And as the Morton Salt site says, the current girl has been through moon launches, hip-hop and the growth of the Internet. Perhaps it's time for another refresh?
Next: Betty CrockerQuick Quizzes:
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Betty Crocker
The fictitious Betty Crocker was created in 1921 as a way to "personally" respond to thousands of baking questions. She started as just a signature, got a voice in 1924 and in 1936 got a face.
Since then, her face has changed seven times, most recently in 1996 when a computerized composite of 75 women and the 1986 portrait served as inspiration.
Next: Quiz: Guess the Mascot!Quick Quizzes:
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Take the Mascot Challenge
Can you guess the product behind Tony the Tiger, Ernie the Elf, Mr. Whipple, Spuds Mackenzie and more?
Take the Million-Dollar Mascot Quiz
Next: More on AOLMore Quick Quizzes:
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