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Chuck E. Cheese Relaunches From Goofy Cartoon Mascot Into Hip Rocker

Posted by Shirley Brady on July 4, 2012 10:54 AM

Chuck E. Cheese, the namesake mascot (mousecot?) of the pizza restaurant/kids arcade chain that was founded by the founder of Atari, is getting a makeover.

Following a teaser campaign on Facebook, the cartoon-like kid-appealing critter is getting hipper and adding some rock star 'tude (which keeping the purple and green t-shirt) via a national ad campaign in the U.S. that will break on July 5th. The new voice of Chuck also brings rock star cred to the character: Jaret Reddick, the lead singer of Bowling for Soup.

According to comments by CEC Entertainment CMO Scott McDaniel to Screen, the goal of the mascot refresh is to 

"contemporize Chuck E. Cheese in a very respectful and engaging fashion. Chuck E. is the hero at the heart of our restaurants. For the first time in years, we’re changing the way we communicate with our key patrons – kids.” The “Chuck E. Rocks” campaign comprises television, digital and in-store components. Four TV spots, “Belonging,” “Fun,” “Power” and “Birthdays,” each named for something a child experiences at Chuck E. Cheese’s, showcase kids doing what they do best at Chuck E. Cheese’s – having fun."

“In this new campaign, we’ve taken the iconic Chuck E. Cheese mouse and turned him into a rock star,” added Rhonda Zahnen, principal at (CEC agency) The Richards Group, to Screen. “It’s the perfect evolution of the brand and one that will speak directly to kids."

Agree? Take one last look at the Chuck that's being chucked out and post a comment below.


Paul Wilson United States says:

Honestly, his name screams RAPPER, not Rocker.  Think rap.  A big gold chain spells "Chuck E." or maybe he gets "Cheez" emblazoned on his toothsome grill. Sagging and swaggering, a re-invented rapper rat would certainly be more interesting than the emasculated Ratatouille knock off being proposed.

July 5, 2012 08:41 AM #

Harrison United States says:

He should do a punk rock update of "Chuck E's in Love."

July 5, 2012 10:09 AM #

J. Rob Canada says:

Thank god they didn't make him a rapper. The last thing I need my kid looking up to is talentless, crap music that glorifies blowing your money on rims that spin.

July 5, 2012 12:03 PM #

rats United States says:

That ugly mascot was in dire need of updating. It's better than the rollerblading outfit, but a rock star? I think someone is appealing to the parents. Do kids even care what a rock star was?

July 5, 2012 06:05 PM #

Karen Schaffer United States says:

I like the dimension, dislike the persona.

July 9, 2012 12:40 AM #

Comments are closed

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