BELL GOES TO THE DOGS

You know you have a popular brand icon when it is reproduced in the thousands for a nonmarketing use.
Starting this week, Ralph the Digital Dog, the spokescanine created by Long Haymes Carr for client BellSouth Mobility DCS (Digital Cellular Service), turns up for sale in pint-sized, stuffed-animal form. The reasonable facsimiles will be sold exclusively at DCS stores throughout the Southeast. (Ralph and a portion of his litter are pictured below.)
All the proceeds from the sale of the little Ralphs, at $5 per pop, er, pup, will go to the local chapter of the Humane Society in each store’s region.
The dogs will also be used as promotional giveaways by the Humane Societies, where donations to the animal shelters or pet adoptions will bring a mini-Ralph in return.
“Ralph’s been a great icon from the campaign’s beginning,” said Amy Schillings, manager of corporate communications at the Winston-Salem, N.C., agency. “He’s so cute, it’s no surprise that people want to take him home.”
–T.W. Siebert