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Creative Consumer Concepts (C3), a kid-focused, integrated brand marketing agency, won over the Minnesota Vikings with a game plan to create Viktor the Viking. To date, the Vikings didn’t officially have a team-owned, branded family-focused character.

It was C3’s expertise in creating award-winning kids’ menus, toys and brand-specific characters such as the SONIC® Wacky Pack® kids that first caught the Viking’s attention.

"We want a mascot that appeals primarily to our young fans, yet appeals to our traditional fan base as well," said Bryan Harper, marketing manager of the Minnesota Vikings. "C3 inspired us to create more than a costume, but to create a branded character that has life outside the stadium."

According to Bob Cutler, CEO of C3, there’s a significant difference between developing costumed mascots versus branded characters. "Costumed mascots have marketing limitations, while branded characters have the ability to translate across any industry, age or product category," explained Cutler. "By presenting a character congruent with an integrated, brand-marketing strategy, we presented the Vikings brand in a way they had never seen before."

C3’s creative team scored the winning touchdown with its fit, fierce and friendly character designs consistent with the team’s rich history and bright future. "Viktor can fend off any opponent by grasping his branded Vikings shield in one hand and his football-inspired victory hammer in the other," said Cutler.

Viktor made his official debut August 10, 2007 at the Minnesota Vikings pre-season home opener. In a grand entrance, Viktor zip-lined onto the Hubert H. Humphrey Metrodome field and officially joined the Vikings team just before kickoff.

C3: Creative Consumer Concepts (C3) is the largest U.S., kids-focused, brand-marketing agency to the restaurant industry. The company provides ongoing, comprehensive marketing, branding, creative, research, production and distribution to some of the top 100 restaurant chains across the nation.

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