A Clever Marketing Tale: The Origins of the Vlasic Stork
In the mid-1970s, Vlasic Pickles sought a distinctive marketing approach, leading to the creation of one of the food industry's most memorable mascots. Instead of focusing solely on the product, the company decided to leverage the popular cultural association between pickles and pregnant women. To embody this idea, Vlasic developed a campaign featuring a stork, referencing the myth of storks delivering babies, but with a twist – this stork delivered pickles. This humorous strategy capitalized on declining birth rates at the time and offered a playful alternative to the traditional baby-bringing narrative.
The Birth of an Icon: Jovny the Stork
The Vlasic Stork, known as Jovny, first appeared in 1974. He was designed as an anthropomorphic character, sporting a blue mailman's hat with the Vlasic logo, a red bowtie, and glasses. Jovny's distinctive characteristic is holding a pickle like a cigar, a clear homage to the comedian Groucho Marx, whose voice and style influenced the character. This unique persona helped Vlasic stand out in the competitive market.
Over time, the stork's portrayal evolved. Initial advertisements often emphasized the maternal link, while later campaigns highlighted the pickles' famous crunch and flavor.
Character Refinement: The 2010 Redesign
A brief attempt was made in 2010 to update the Vlasic Stork with a modern, three-dimensional look. However, this redesign was not well-received by consumers, who preferred the classic, familiar version of the mascot. In response, Vlasic reinstated the original design, demonstrating the strong connection consumers had with the traditional character.
The Vlasic Brand and the Pickle Market
Vlasic's origins trace back to Frank Vlasic's creamery in 1912, which his son Joe later transformed into a successful pickle business. Innovations like selling pickles in glass jars and introducing novel products contributed to the company's growth. The Vlasic Stork mascot played a crucial role in establishing the brand's leading position in the market.
Comparison: Vlasic's Mascot vs. Other Brand Icons
| Feature | Vlasic Stork | Energizer Bunny | Kool-Aid Man |
|---|---|---|---|
| Animal/Object | Anthropomorphic Stork | Pink Drummer Rabbit | Pitcher of Kool-Aid |
| Debut Year | 1974 | 1988 | 1974 |
| Personality | Wisecracking, inspired by Groucho Marx | Endless energy, unstoppable | Joyful, bursts through walls |
| Marketing Concept | Linking storks and baby myths with pickle cravings | Representing long-lasting batteries | Delivering refreshment and fun to kids |
| Iconic Catchphrase | “Vlasic is the best tasting pickle I ever hoid!” | “It keeps going and going and going…” | “Oh yeah!” |
The table illustrates how the Vlasic Stork, while a recognized figure like other mascots, uniquely connects to human folklore rather than a product attribute.
Behind the Scenes at Vlasic
Conagra Brands currently owns Vlasic, but the stork remains a central part of the brand. The cucumbers used for Vlasic pickles are often sourced from Michigan, maintaining a focus on crunchiness and quality. Vlasic has also introduced product variations, including Hamburger Stackers and fried pickle chips.
Conclusion
The animal featured on Vlasic pickles is Jovny the stork, a character who has been entertaining audiences since 1974. This mascot was created as part of a creative marketing strategy that humorously combined the myth of storks delivering babies with the idea of pregnant women craving pickles. The Vlasic Stork's enduring popularity highlights the effectiveness of memorable and humorous branding. His distinctive look, Groucho Marx-inspired voice, and signature pickle-cigar have made him a cultural icon and a vital element of the Vlasic brand identity.
Learn more about Vlasic's brand journey on their official website: www.vlasic.com.
