The End of an Era – Miss Pears

With the iconic status of their advertising, Pears explored the idea of launching a beauty pageant under their name. Miss Pears was launched within the 1950’s and consisted of parents entering their young children into the hunt for a brand ambassador. Their image was to be used for packaging, advertising and consumer promotions and was hugely popular throughout the twentieth century. 

(Image courtesy of Getty images)

At its strength Miss Pears was loved nationally, with thousands of hopeful entrees competing to become the face of the nation’s beloved cosmetic product. Unfortunately for Pears, the competition became unfashionable with modern culture, finally ending in 1997 after over 50 years. With changing attitudes and consumer needs, the idea of using children for the marketing of a product highlighted issues such as child exploitation and fell out of popularity. 

In the 21st century, how can Pears use public relations to their advantage and help their brand make a return to their iconic status of previous years?

DH