Tesco has flatly denied reports that it is about to pension off its advertising icon Dotty, but many marketers feel she is past her sell-by date.

A Tesco spokesman described as “complete rubbish” reports that it was planning to drop the character, played by actress Prunella Scales, from its advertising.

He said: “Dotty remains as popular as ever. We have always used some other forms of advertising, such as the talking trolleys, but Dotty remains central to our advertising.”

Dotty was introduced in 1995, running eight to 10 executions a year. In 2000 the advert won the Institute of Advertising Practitioners Grand Prix award
for advertising effectiveness and viewers voted it most popular television commercial in the National Television Awards.

But marketeers and brand consultants said although Dotty had proved highly successful for Tesco in the past, it was high time she went into graceful retirement to make way for a more youthful successor.

“Axe her, but axe her gently and recruit a national hero to front a new ad campaign,” said Saskia Diemer, Dragon Brands senior brand consultant.

“Dotty is no longer representative of 90% of the British public that goes to Tesco. She helped a lot when Tesco introduced her - she has provided a good return on their revenue - but she doesn’t quite appeal to the under-50s and won’t encourage them go to Tesco. They need a British icon like David Beckham.”

And Maureen Johnson, CEO of WPP-owned The Store, agreed a fresh approach was needed, perhaps focusing on the next generation through actress Jane Horrocks’ character, Kate.

“It was absolutely brilliant when it started - it was an inspiration - but it seems to have run its course. Now it is looking a bit tired, but maybe there is an opportunity to take it on with the daughter and son-in-law.”

But not all think the format needs updating and Steve Gotham, a senior analyst at Verdict Retail, said he held with the old adage - if it ain’t broke, don’t fix it.

“By introducing the mother and daughter it covers both ages and that is quite an attractive feature. It helps to broaden their appeal by having this extended family.

“Tesco’s strength is having a wide appeal across the demographic spectrum. I think they should tread very carefully if they are thinking of getting rid of these ads.”

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