Can a voice be a brand?

Not on its own, necessarily. But it can be a part of a brand, especially if it’s associated with a mammoth advertising and cultural icon.

Case in point: Pop ‘N Fresh, aka “The Pillsbury Doughboy,” the mascot of The Pillsbury Company. His instantly recognizable “ho ho ho” catch phase, uttered when he’s poked in the stomach, has been heard in Pillsbury television and radio (and now, Internet) advertisements since 1965.

At the time of his public debut, Pop ‘N’ Fresh’s voice was provided by actor Paul Frees (also known as the voice of Boris Badenov on The Rocky and Bullwinkle Show). After Frees’ death, voice actor Jeff Bergman gave voice to Fresh in 1986. Today, Fresh’s vocal stylings are rendered by JoBe Cerny.

On a related note, Cerny also doubles as another advertising mascot (though not nearly as iconic as Pop ‘N’ Fresh): Proctor & Gamble’s “The Cheer Man,” who, incidentally, has no voice: The Cheer Man is a silent mascot.

Does this make The Cheer Man part of a “voiceless brand?”

Source: Pillsbury Doughboy Fun

Christine Babick is a blogger at beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.

Article Tags: Advertising | Christine Babick | Icons | marketing | Mascots | Stylings | Vocal | Voice
Filed under: Advertising, Branding, Television Marketing