Food characters among top advertising icons

11/12/2004

M&Ms candies were top vote-getters in both the icons and slogans categories in the first America’s Favorite Ad Icons and Slogans contest. Emblematic of the power of food brand advertising, food products took four of the five top places in the icons category and three of the top five in slogans.

The American Association of Advertising Agencies conceived the idea to kick off Advertising Week in New York City, a celebration of how advertising contributes to the economy, shapes quality of life and influences popular culture and media. Advertising Week was Sept. 20-24 and culminated in a dedication ceremony for the Madison Avenue Advertising Walk of Fame.

The winners in both icons and slogans were determined by an online vote via Yahoo! and USA Today, which attracted nearly 700,000 votes. The winners are:

Favorite ad icons and their creators

• M&M Characters (M&M Candies), Ted Bates & Co.
  
• AFLAC Duck (AFLAC), The Kaplan Thaler Group
  
• Mr. Peanut (Planter’s Nuts), Planters Nut Co.
  
• Pillsbury Doughboy (Pillsbury Products), Leo Burnett
  
• Tony the Tiger (Kellogg’s Cereal), Leo Burnett

Favorite ad slogans and their creators

• Melts in your mouth, not in your hands (M&M Candies), Ted Bates & Co.
  
• Sometimes you feel like a nut, sometimes you don’t (Almond Joy & Mounds Candy), Dancer Fitzgerald Sample
  
• Where’s the beef? (Wendy’s), Dancer Fitzgerald Sample
  
• A mind is a terrible thing to waste (United Negro College Fund), Young & Rubicam
  
• Can you hear me now? (Verizon Wireless), Lowe

The winning icons and slogans, along with the advertisers and agencies, will be etched in bronze plaques and permanently set in the sidewalk on Madison Avenue, between 49th and 50th Streets.