I’m not usually impressed with fictional spokespersons, which are very popular because when they work (like the Geico Gecko) they become instantly recognizeable. However, I’ve noticed a trend to using the character to tell the story of the brand. Now that makes sense, especially where you don’t have an iconic founder like Steve Jobs or Colonel Sanders. To be effective over the long term, the character needs to help people make sense of the brand, what it stands for.

NY Times: Mr. Peanut, You’re Perfect. Now Change, 2006-Jul-11, by Patricia Winters Lauro

Gabriel Silva, the chief executive of the coffee federation, said the group intended to use the new Juan Valdez, who is a real Colombian coffee grower named Carlos Castaneda, to help tell the story of its sustainable farming, quality and social responsibility.