Zakumi, the 2010 World Cup Event ‘Ambassador' | Marketing Ideas | Blue Lemon

Although mascots and cartoons have featured significantly in the marketing industry for more than a decade, the irony is that, a phrase or term to describe them has never taken root in the marketing word list. Call it a mascot or cartoon marketing.
FIFA and the Local Organising Committee (LOC) have recently introduced “Zakumi” as an official mascot and Ambassador for the 2010 soccer tournament. Zakumi is a leopard, an African animal with mixed colours which represent the continent’s human and natural diversity. Mascot Zakumi will drive the event’s marketing, advertising, communication and awareness campaigns.

So what is it about brand mascots that make them so powerful?

Bears! Bulls! Bees! Dogs! Dinosaurs! Penguins! Pandas! These are just few of the unwitting ambassadors for some of the world’s best known brands, sports clubs, individuals, companies and organisations. In a bid to stand out and appeal to consumers, a number of individuals and organisations have conveniently turned to wildlife and nature for brand inspiration. Mascot marketing has been used in advertising and communication for more than a decade, and it won’t be going away any time soon. It is a powerful, exciting and appealing branding development tool. Particularly, to reach the youth market – and the future adult market and to keep the fans rallied even in bad times, a mascot is necessary.

Mascot marketing or cartoon communication does the impossible and produces the incredible. Unlike celebrities, who at times are embroiled in controversies, mascots are disciplined creatures whose images and reputations are always positive. In very mature markets, within extremely competitive pressures, where it is hard to differentiate one product or service from another, mascots can define their products in terms of uniqueness, features, benefits, service and price. Smiles, eye contact, talking, entertaining, charming, endearing and personal contact are what mascots do best in their quest to demonstrate, educate, appeal, disseminate and reflect their master’s culture.

In the next 21 months, Zakumi will be having a busy itinerary as he will be globetrotting and making public appearances, addressing the media, interacting and entertaining audiences, and promoting the 2010 event and its sponsors and partners. A Zulu phrase says “Ingwe idla ngamabala”, which can be translated as “A leopard uses its colours to appeal”. I believe in mascot marketing and therefore believe Zakumi will contribute significantly in making the 2010 event, a success story.