How M&S is using its Percy Pig ‘mega brand’ to stay culturally relevant
Marks & Spencer hired brand and marketing manager Sophie Jacobs to act as a “custodian” of its brand characters earlier this year, as it aims to make them bigger “than ever”.
Over the last couple of years, Marks & Spencer’s brand characters Percy Pig and Colin the Caterpillar have taken on lives of their own which go far beyond the original sweet treat products they were known for. The retailer has stepped up its use of the characters in an effort to drive buzz and relevancy around its brand.
From Colin the Caterpillar duvet covers to Percy Pig dog jackets, new product development has been a core element of tapping into the value these characters hold for M&S. The latest NPD sees Percy Pig team up with British nail polish brand Nails Inc to launch a duo of pink, scented varnishes.