While I am on the subject of marketing rules for brands with characters:
Another rule is, don't let your spokescritter tread too close to the
ragged edge of insanity. Gregg illustrates with a story about his first
client, Sonny the Cuckoo Bird, known for being cuckoo for Cocoa Puffs:
''Early on, the problem was, Sonny would just go nuts. You had a
psychopath selling cereal - he could have been eating dirt. So my
thought was, change his surroundings to make him the most sane person
there.
From http://www.cincypost.com/living/2000/wecker033000.html
1:00:08 PM 
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