An Ad Age article about Mr. Perz from 1985.
"I worked on almost every account at Burnett," Mr. Perz told Ad
Age in 1985, "but I'm most closely associated with the
Doughboy--some people say it's the only idea I ever had." In that
same piece Mr. Perz also related how close the agency came to going
in another direcion, until Leo Burnett cast his vote for Poppin'
Fresh. "Leo's turn came and he said the Doughboy was 'one of the
hottest things we'd ever done,'" said Mr. Perz.
A 1995 Ad Age article called "Bringing Brands to Life" quoted
Mr. Perz regarding the effectiveness of advertising the Doughboy on
TV. He said TV gave the audience "the picture, voice, character and
warmth in one package" in place of the traditional radio and print
package. In an Ad Age articled published in 2000, featuring resumes
of ad icons, Poppin' Fresh was described as "cheerful, darling,
responsive, but non-aggressive." He was named the No. 6 ad icon of
the 20th century by Ad Age.
A lot of effort went into bringing the famous character to life.
Taste, General Mill's blog, five bodies and 15 heads were
created to make the Doughboy's expressions, and 24 shots were
needed to make one second of commercial film.
Like any star, Poppin' Fresh changed with the times, appearing
as a rapper, rock star, painter and skateboarder in various spots.
even completed the ice bucket challenge and appeared in spots
for marketers other than Pillsbury (Geico and California Milk
Processor Board). His blue saucer eyes, neck scarf and iconic
giggle endeared him to audiences and earned references on TV shows
such as "Golden Girls" and "The Simpsons."
Mr. Perz's Doughboy, along with ad icons Tony the Tiger, the
Keebler Elves and the Jolly Green Giant, will be honored at
Chicago's Museum of Broadcast Communications' brand symbol
exhibition, "A Salute to Advertising's Greatest Icons." The event
starts in May and runs through October 31.
Below are some notable spots, including the first Doughboy
commercial in 1965, a spot with a rapping Doughboy in 1988 and a
Geico spot from last year in which he appeared.