Do mascots still matter? Or are they just relics from a lost era of branding?
Think about it. How many logos can you remember? Now, how many brand mascots can you name?
Exactly.
Thereβs something about mascots that sticks. They arenβt just images. Theyβre characters. Personalities. Little pieces of pop culture that sneak into our memories and refuse to leave, particularly to those who have been born in the β80s.
But letβs be real. This isnβt the β80s anymore. The golden age of advertising is long gone, and the world has changed. Attention spans are shorter. Design trends lean toward minimalism. Consumers care more about authenticity than catchy jingles.
So, do mascots still make sense?
Short answer: yes. But only if they earn their place.
Letβs break this down: what are mascots and characters in branding?
A mascot or character is much more than a friendly face. Itβs an extension of the brand, a visual or fictional representation that carries its identity, values, and mission. But above all, itβs a bridge that connects the brand to the audience, often in an emotional way.
The difference between a mascot and other visual elements, like a logo, lies in its ability to tell stories and forge emotional connections. A logo might be recognized, but a mascot is remembered and adored. The Michelin Man is a perfect example: since 1898, this figure has represented the safety and reliability of Michelin, adapting to cultural changes without ever losing its essence.
Why mascots have always worked out in the first place. Timeless examples of success.
Brand mascots arenΒ΄t just cute marketing tricks. They are and were built for one reason: to make brands feel human.
Mascots achieve what many marketing strategies struggle to do: they connect emotionally with people. When someone sees a mascot, itβs not just about a product or a serviceβitβs about a memory, an emotion, a story.
Consider Coca-Colaβs Santa Claus. Santa was never exclusive to Coca-Cola, but starting in the 1930s and gaining momentum particularly in the '80s, he became deeply entwined with the brand. Coca-Cola didn't just borrow Santa; they practically adopted him, shaping him into a symbol of warmth, generosity, and festive cheer. This wasn't accidentalβit was a deliberate and consistent marketing strategy. Year after year, holiday season after holiday season, Coca-Cola featured Santa enjoying their beverage, embedding the brand into the fabric of our collective festive memory. Today, seeing Santa often subconsciously evokes Coca-Cola. Itβs storytelling at its finest, where Coca-Cola has become nearly inseparable from Christmas celebrations.
Another fascinating example is Ferrero Rocherβs Lady AmbrΓ³sio. Launched in Portugal in 1995 with the iconic phrase βAmbrΓ³sio, apetecia-me tomar algo,β it quickly became a cultural phenomenon in my country. What began as a translation error (the phrase originally intended to be βbeber algoβ) became a beloved catchphrase. When Ferrero attempted to correct it two years later, the public refused. Lady AmbrΓ³sio and her catchphrase became more than marketing, they became Portuguese christmas cultural heritage. This emotional resonance made Ferrero Rocher one of the most successful chocolate brands in the country, proving how powerful an emotional connection can be.
Ronald McDonald is another example. It wasnΒ΄t just a clown promoting hamburgers, but a symbol of joyful family moments. Through his playful presence, Ronald transformed McDonald's from just another fast-food chain into an essential part of childhood experiences around the world.
Then there's the Michelin Man, or Bibendum. Since 1898, this figure has represented the safety and reliability of Michelin, adapting to cultural changes without ever losing its essence. Far from being just another logo, Michelin gave him a personality, a history, and a purpose. Suddenly, Michelin tires weren't just tiresβthey were reliable friends, trusted companions on life's journeys, embodying safety, adventure, and dependability. This brilliant character-building turned him into an enduring global icon.
Tony the Tiger took Kelloggβs Frosties and made them feel exciting and vibrant. "They're grrrreat!" isn't just a slogan, it's Tony's enthusiastic endorsement, a playful promise of energy and fun. Decades later, his personality still makes Frosties memorable and compelling.
And letβs not forget the M&M's characters. These silent, quirky, humorous candy-coated chocolates have personalities all their own. Whether it's the sarcastic Red, nervous Orange, or confident Yellow, these characters have evolved into cultural fixtures, starring in countless advertisements and even their own short films. Their playful presence continually reinforces the brandβs appeal. They were changed kept evolving and got a new look to become more βinclusiveβ to respond to todayΒ΄s looks and to continue to appeal to M&Ms consumers.
The benefits of mascots in branding
Mascots create a deep emotional connection, making brands feel more human and relatable. They aren't just pictures, they have personality, warmth, and charm.
People tend to remember brands with mascots better than those relying purely on visual branding. Take Lady AmbrΓ³sio from Ferrero Rocher, for example. She became synonymous with sophistication and celebration, even though the product itself rarely appeared prominently in the ads.
Mascots can also differentiate a brand in highly competitive markets. Think of the Michelin Man, who cemented Michelinβs dominance in the tire industry, or Ronald McDonald, who transformed McDonaldβs into the worldβs most recognizable fast-food brand.
And thereβs longevity. A well-crafted mascot can last generations. Coca-Colaβs Santa Claus is almost a century old, yet he remains one of the most powerful icons in advertising history.
Risks of mascots in branding
Cultural Obsolescence
But letβs be honest here, if mascots donβt keep up with the times, they fade into irrelevance. What resonated deeply with one generation might fall flat with the next. Mascots, like fashion, music, and everything else, need to evolve. They must adapt their aesthetics, values, and behaviours to match cultural shifts, pain points or else they're just left behind.
In the β80s and β90s mascots were wild, chaotic, and brimming with rebellious energy. Hyperactive characters perfectly mirrored the brash, colourful, "in-your-face" advertising of that era. But now things are different. People today lean towards wellness, mindfulness, balance, and inclusivness. And letβs face it: hat hyperactive chaos just doesnβt cut it anymore.
Take Taz, the Tasmanian Devil. He was everywhere in the β80s and β90s on T-shirts, lunch boxes, even sneakers. Tazβs frenzied energy captured the zeitgeist perfectly. But today, he feels almost out of place. Kids' entertainment now focuses on softer, calmer messaging, and Tazβs manic whirlwind simply doesn't resonate like it used to. So, you see less of him around.
Or how about Fido Dido, that chilled-out, minimalist mascot for 7UP? Fido Dido is a cartoon character created by Joanna Ferrone and Sue Rose. It was licensed to PepsiCo around 1988 but did not enjoy much popularity until the early 1990s. Later, it was replaced as PepsiCo's mascot, reappearing in the 2000s when used on cans and advertisements for the soft drink 7Up. His laid-back irreverence was spot-on for his time, embodying a certain cool detachment popular. But as marketing trends shifted towards inclusivity and broader appeal, 7UP quietly retired him. That kind of detached coolness just didn't fit with the fresh, balanced image they aimed for.
And remember Cool Spot, also from 7UP ? Cool Spot was a 7 Up mascot introduced in the mid-1980s, representing the red spot in the brandβs logo with arms, legs, sunglasses, gloves, and trainers.That little red dot personified the radical, carefree attitude of the β90s. He was the epitome of "cool" back then, but as the brand evolved to emphasize wellness and simplicity, Cool Spot quickly found himself obsoleteβjust another relic of a bygone era. In 1993, Virgin Interactive released a platform game starring Cool Spot, praised for its challenging gameplay, smooth graphics, and award-winning soundtrack by Tommy Tallarico. Players control Cool Spot to rescue other captured Spots, with a bonus stage set inside a bottle of 7 Up. The game launched for Mega Drive, Amiga, Game Gear, and Super Nintendo in 1993, followed by DOS and Game Boy versions in 1994.
All these stories make one thing clear: mascots that once dominated popular culture can quickly lose their appeal if they don't adapt. Brands that fail to evolve their mascots risk turning them into mere nostalgic relicsβcute, maybe, but ultimately irrelevant to the brandβs current identity.
The Risk of Negative Associations
Ronald McDonald is a striking example of how a beloved mascot can slide from being an adored icon into a controversial figure. For decades, Ronald was the cheerful face of McDonald's, synonymous with fun, childhood joy, and innocent mischief. But times change, and public perception shifted, especially when it came to clowns.
Remember 2016? A bizarre wave of creepy clown sightings swept across the US and the UK, sparking unease among parents and genuine fear among kids. Suddenly, what was once playful and harmless turned unsettlingβeven sinister. Around the same time, rising concerns about childhood obesity and the health impact of fast food cast Ronald in a more negative light. Critics argued that Ronald's cheerful antics were encouraging unhealthy eating habits among children.
McDonald's saw the writing on the wall and knew they had to pivot. Gradually, Ronald faded from ads, replaced by messaging focused on food quality, sustainability, and wholesome family moments. But Ronald wasnβt completely abandonedβhe shifted into a quieter role, closely linked with charitable efforts like Ronald McDonald House Charities, providing crucial support for families with hospitalized children.
This story highlights a key truth: mascots, powerful as they are, carry real risks. When public sentiment shifts, brands that don't swiftly adapt risk seeing their cherished characters morph from assets into liabilities.
So that is why did so many disappear?
Not only... because since thenβ¦
1. Minimalism took over.
Modern branding is all about sleek lines, clean typography, and βtimelessβ design. Mascots? Too playful. Too detailed. Tooβ¦ not minimalist. So, they were quietly phased out.
2. Marketing channels changed.
Mascots were born for TV commercials and billboards. Now, brands talk directly to consumers through social media, influencers, and digital experiences. So the role of the mascots turned out to be less obvious.
3. Audiences grew up.
Letβs face it, todayβs consumers donβt just want fun. They want brands with purpose. If a mascot doesnβt fit into that narrative, it feels out of place. It feels forced.
4. The market got saturated.
At some point, every cereal, every soda, every snack had a mascot. And when everyone does it, nobody stands out.
Mascots didnβt disappear because they stopped working. They disappeared because brands stopped knowing how to make them work.
Can mascots still work today? Absolutely. But only under the right conditions.
/ If they evolve beyond cartoons.
Mascots donβt have to be goofy characters on cereal boxes anymore. They can be digital personalities, AI-driven assistants, or even social media icons. Duo from Duolingo is a perfect example:heβs a fully interactive brand mascot that lives in an app, guilt-trips you into learning languages, and even goes viral on TikTok.
/ If they embody the brandβs DNA.
A great mascot isnβt just a logo with eyes. It represents something fundamental about the brand. KFCβs Colonel Sanders isnβt just a quirky old man. Heβs the brandβs history, its legacy. Thatβs why he still works.
/ If they adapt to internet culture.
Mascots used to be top-down creationsβbrands told us what they were, and we accepted it. That doesnβt fly anymore. Today, the best mascots embrace the internetβs chaos. Again, Duo is a great example. Instead of being a traditional βfriendly brand mascot,β he leans into humor, irony, and meme culture.
/ If they add real value.
Mascots that exist just to βlook funβ are a waste of space. But if they tell a story, reinforce a message, or enhance engagement, they make sense. Mr. Clean isnβt just a guy with musclesβheβs a symbol of the productβs promise. Wendyβs took their mascot beyond the logo, turning her into a witty, sarcastic Twitter personality.
A modern mascot that works: Duo, The Green Owl that makes your feels stuff
In an era where mascots often feel outdated, Duolingoβs green owl, Duo, completely flipped the script. Duo started as a friendly language guide but quickly became something much biggerβan internet sensation that's equal parts motivational coach and amusingly relentless taskmaster. Duolingo smartly leaned into Duoβs meme potential, turning him into a viral marketing powerhouse practically overnight.
His constant reminders and playful "guilt trips" sparked countless jokes and memes across social media, driving engagement through the roof. In one memorable campaign, Duolingo even staged Duoβs fictional "death," prompting users to revive him by completing language lessons. This clever stunt alone boosted daily active users by over 50%.
Unlike old-school mascots that simply smiled from cereal boxes, Duo actively engages with digital culture. He thrives on TikTok trends, banters directly with users, and keeps Duolingo relevant day after day. Duo isnβt just a mascotβheβs proof that when done right, a mascot can still be a brandβs most valuable asset.
What makes a mascot successful?
/ Eye-catching design: The visual appeal must capture attention and create empathy. Vibrant colors, striking shapes, and expressive features reflecting the brandβs personality are key. Coca-Colaβs Santa Claus is the perfect example of how strong design can stand the test of time and become iconic.
/ Consistency: A mascot must align with the brandβs values and identity. Appearing regularly while maintaining the same essence strengthens its connection with the audience.
/ Flexibility: It should work across different formats and platformsβfrom TV commercials to social media, live events, and merchandising. The Michelin Man has achieved this versatility for over a century.
/ Authenticity: A mascot should be a genuine extension of the brand. A character that doesnβt convey the companyβs values will struggle to build a meaningful emotional connection.
/ Storytelling: A compelling mascot isnβt just visually appealingβit needs a backstory or purpose that makes it memorable. Coca-Colaβs Santa Claus didnβt just sell a drink; he became a global ambassador for the holiday spirit.
When mascots donβt work anymore
/ If theyβre just nostalgic throwbacks.
Nostalgia is powerful, but itβs not enough. A mascot that exists just because it was popular once (without a real function today) is pointless.
/ If they donβt fit the brandβs purpose.
A brand that positions itself as sleek, professional, or premium probably doesnβt need a cartoon mascot. Imagine Rolex launching a talking gold watch named βTimmy Timepiece.β Exactly.
/ If they donβt have a role in digital branding.
A modern mascot needs to work across platforms. If they donβt translate well to social media, apps, and digital storytelling, theyβll feel outdated fast.
So, whatβs the future of mascots?
Itβs already happeningβmascots arenβt disappearing, theyβre evolving.
Some are turning into AI-powered avatars, acting as virtual assistants and interactive chatbots that engage with users in real time.
The 2023 betonline.ag used the AI image tool "Midjourney" to design 32 NFL mascots such as the Chicago Bears, Minnesota Vikings, and Dallas Cowboys, and they are more than just a visually compelling trend, they represent a strategic shift in how modern brands harness cutting-edge technology to stay culturally relevant.
These digital creations do far more than refresh visual identitiesβthey deepen fan involvement by aligning iconic team imagery with the digital-first expectations of todayβs audience. By seamlessly blending tradition and innovation, AI-driven mascots confirm a timeless truth in branding: thoughtfully crafted characters, whether born from human creativity or algorithmic ingenuity, retain an unmatched power to resonate deeply, capture imaginations, and build lasting emotional connections.
Others are stepping into augmented reality and the metaverse, where brands can create digital mascots that people can interact with in immersive spaces.
Disney is actively positioning itself within the metaverse by investing in innovative storytelling experiences using technologies such as virtual reality (VR), augmented reality (AR), and blockchain-based NFTs. Through immersive digital worlds, Disney brings beloved characters and mascots, from iconic franchises like Marvel, Star Wars, and classic animations into interactive virtual environments. Initiatives like the VR-based "Tales from the Galaxyβs Edge," AR-driven experiences for its theme parks, and collectible NFTs featuring famous Disney mascots are strategic steps aimed at bridging physical and digital realities, enhancing user interaction, and deepening fan involvement with the brand.
And then there are the social-first mascots. These are characters specifically designed to create immediate impact and drive high engagement across social media, standing out through bold personalities, quick adaptability to trends, and a strong ability to interact closely with audiences. A prime example is Ryanairβs digital mascot, the famous "plane with a face," which gained notoriety on TikTok and Instagram thanks to its irreverence, sarcastic content, and unique ability to capitalize on viral memes and social trends. This animated plane embodies the Ryanair brand, turning corporate communication into something fun, human, and highly shareable, forging a strong emotional connection with younger, digital-first audiences.
This evolution underscores how embracing advanced technologies can rejuvenate and strengthen mascot design, highlighting their enduring value in capturing hearts and minds in a constantly evolving digital landscape.
The old-school mascotβstatic, confined to commercialsβis fading. But the idea of a mascot? A brand with a face, a personality, a character that people genuinely connect with? That matters more than ever.
Mascots are brandingβs secret weapon, if you use them right.
A good mascot makes a brand more human. More memorable. More engaging.
A bad mascot? Just a gimmick. A leftover from a time when brands thought quirky characters were enough to sell a product.
Brands that know how to reinvent their mascots, how to make them relevant, digital-first, and culture-driven, will win. The ones that donβt? Their mascots will be forgotten.
So, do mascots still make sense? Only if theyβre built for the world we live in today.
And about the mascote from this blog post pictureβ¦this was too, created on Midjourney.
