So do we go small children or illustrated characters? Yes. I mean the strategy goes let's-try-everything-because-no-one-cares-anyhow. The end result is too many ads which make you wonder what brand it is every time. Eventually you put 2 and 2 together and basically discover it is the same brand but with many different visuals. "Every beginning has a hero". Which could be a little confusing when you do not see the hero in question. I guess to hell with strategy...