Peppa Pig, a popular TV cartoon’s has made the news this week after the brand has been sold for £140m. The show is watched in 180 countries and is inspiration behind 12,000 products.
The three British creators Mark Baker, Neville Astley and Phil Davies started off as animation graduates in 1980s and created a successful franchise estimated globally today at £1.3billion.
But what makes a less than perfect but loveable, cheeky little piggy who lives with her little brother George, Mummy Pig and Daddy Pig so gripping? (not just with kids?)
I must admit that only a few weeks ago I didn’t know who Peppa Pig was. One night as I was browsing on Netflix for something easy and relaxing to watch, I ended up in the kids’ section and stopped on Peppa Pig. I decided to watch it based on the raving reviews and was immediately hooked.
Why? It’s short, sharp and sweet. Just what you need after an intense working day. But this week successful sell out shows there are more gems from this apparently simple cartoon.
Here are my 5 take-aways to build an irresistible brand like Peppa Pig:
#1. Peppa likes jumping in muddy puddles. A real life with an annoying little brother, George, who she’s sometimes rude to. People easily relate to that and children identify with it. It’s a simple story beautiful done.
A money-making idea doesn’t have to be over original but it has to be something your audience can strongly relate to.
#2. Mummy pig works from home from a computer. This portrays a modern working mum rather than the usual stereotypical stay-at-home mum. It is empowering.
#3. Peppa has good manners; she’s well brought up with a loving (middle-class) family: a mum, dad and one sibling. It’s aspirational in a society where family values are getting rare and gives a warm sense of belonging and security.
An irresistible brand is always emotional and taps into one or many motivation triggers that drive us. Remember Maslow hierarchy of needs!
#4. The character Peppa Pig was born in 1999 but the cartoon initially proved tough to commission. Astley told the Guardian newspaper that he made just £400 in a year and survived on their savings. Then the first episode was aired in 2004 and became an instant hit.
Building a global brand doesn’t happen overnight but believing in your idea and being persistent is the secret of all successful businesses. It’s a marathon not a sprint.
#5. Only 5% five per cent made from licensing the programme for broadcast. The fortune of the brand comes from merchandising.
Building a strong brand that other businesses would love to be associated with is one of the fastest ways to get money in the bank.
Have you watched this cute cartoon (with your kids or alone)? What are some of the lessons you have learnt from it?
I’d love to hear from you. Share your comments below.
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Photo credits: Stuart Miles/freedigitalphotos.net