Are brand characters only for a younger audience?

Do brand characters only appeal to a younger demographic? Or is the other way around?

This question "sort of" came up today concerning our campaign strategy for Canada Post. As a group we came up with a little mailman that would be used for the new Canada Post e-mail service. Although this character was positioned to an older audience we used a cartoon version of a mailman. We thought it would just appeal to everyone, no matter the age. And from the reactions from the Canada Post employees we found that this to be true.

Sure on the surface it would seem that a little cartoon character with a squeaky voice should only appeal to a younger audience but it can connect with such a larger demographic based on its personality, mannerisms, and the way in which it presents himself. Tony the Tiger for example appeals to both audiences. While kids look up to him for his excellent sport skills parents can become attracted to him as well because of his routine of a well balanced breakfast.

Just by making a brand character with a catchy jingle just isn't enough any more. You must give him a personality as well as time to grow with the audience. This will make the character more relateable.