Brand mascots are making a comeback in advertising.
Way back in 1877, the porridge folk at Quaker Oats thought it would be a good idea to get their pal Larry to pose in his fanciest get-up as the face of their brand. To this day, the bold Larry’s still kicking about our morning routine and hasn’t aged a day (in fact, he’s looking better than ever) despite being one of the longest running brand mascots in marketing history (must be those oaty face masks). What we’re trying to say is, brand mascots have been around for donkey’s years and there’s a reason why, in fact, there are quite a few!
- They’re a great way to add personality to your brand or product.
- They’re liquid gold for marketing and social media content – gold!
- They make people feel warm and fuzzy inside (nostalgia is a very powerful thing)
- They’re a great tool for communicating serious messages and customer service with a more light hearted approach.
Some of the biggest brands in the world are known for their mascot alone – it’s just the ticket when it comes to setting them apart from their competitors and putting them on the map of marketing history (#goals). The thing is, having a brand mascot can go one of two ways, so here are a few things to consider before you decide to go for it.
- First thing’s first – is it right for your business? We’re all for breaking industry stereotypes, but a little bit of research can go a long way to find out if it’s right for you.
- Will your target market like it? You could even ask them for a few ideas!
- Repeat after us: A brand mascot is for life, not just for Christmas. Once you commit, there’s no turning back! The aim is to choose something that can adapt to the times.
- Do you have the budget to push your mascot? If it’s going to be the face of your brand, it needs to be present on the right marketing channels (that’s your website, social media, adverts etc)
Team MadeBrave®’s Top Ten Brand Mascots
As a bunch of branding geeks, we’re particularly nostalgic when it comes to mascots – so, in no particular order, here are are Team MadeBrave®’s top ten brand mascots of all time…
The Milkybar Kid has been dishing out free chocolate and making life a living hell for blonde guys with glasses since 1961, and he’s still going strong today (must be all that chocolate).
We dread to think what a toilet paper brand mascot could become, but Andrex got it right with their adorable lab retriever puppy who has been stealing our hearts since 1972.
“I remember when I was about seven, my mum picked up one of the packs with the free Andrex puppy soft toy. I carried that thing around everywhere like a walking talking advert for toilet paper ” – Stephanie, Social Media Manager
We don’t know about you, but as soon as we see the Tetley Tea Folk, we suddenly crave a nice hot cuppa and a HobNob (they’re the best for dunking). These guys have been a part of our tea routine since 1973, and although they went out of the picture for a while (from 2001 to 2010) they’re back in action and we couldn’t be more chuffed.
“In the 90s, I was obsessed with collecting those little porcelain houses that the Tetley Folk lived in – you’d get them at the bottom of the big packs. I must have collected about 40 of them (that’s a lot of tea!)” – Tala, Account Manager
Clyde, Commonwealth Games, Glasgow
Based on a drawing by a school girl, Clyde came alive and captured the hearts of thousands of people across the UK (not just kids!). He helped to make the Glasgow Commonwealth Games a friendly place (we especially loved Clyde’s City Trail)
“I was working at the games at the time, so got a shot in Clyde’s suit and was forced to do a dance. It was very sweaty and a lot harder than it looks!” – Emma, Senior Account Manager
Back in 2009, we were introduced to a Russian meerkat called Alexsandr Olev and fell in love (both with his fluffy face and Compare the Market’s genius idea!) Since then, we’ve seen baby meerkats come and go (don’t get us started on the Safari Oleg advert) and shamelessly collected an entire family of meerkat pals, all while ensuring we get the best insurance deal in the biz. Genius.
For us, Captain Birdseye is the epitome of after school dinners – running down the stairs and pushing your siblings out the way so you could get the plate with the most chips. The captain first appeared in the company’s adverts in 1967, but was axed in 1971. Naturally, there was public outrage, so much so, he was given an obituary in national newspapers. He was reinstated until quite recently, where ads featuring a modern family are now airing on T.V., but (fish) fingers crossed, they bring him back.
The term “so bad, it’s good” has never been more appropriate. Earlier this year, Patrick Thistle FC commissioned Glasgow artist David Shrigley to design Kingsley, their new team mascot. Inspired by the team’s nickname, ‘the jags’, he has been described as a cross between the Teletubbies sun and a mutated Lisa Simpson, and was featured everywhere from CNN to the BBC and The Guardian.
Tony the Tiger, Frosted Flakes
They’re g-r-r-r-eat! Tony is the poster boy (well, poster tiger) of rushed school mornings where you’d take a handful of Frosties, shove them in your face, drink a glass of milk and shake (no bowl required). Considering he has been around since as early as 1951, he’s a favourite brand mascot across generations.
Named after one of Hoover’s founders, Henry Dreyfuss, this little guy has been cleaning our houses since 1980, and over the years Henry has built a wee family, including Hetty, Harry, James, Charles and George. Go Henry!
Ronald first burst onto the scene in 1963 with his pals, Mayor McCheese, the Hamburglar, Grimace, Birdie the Early Bird, and The Fry Kids. Over the years, the others have fell slightly by the wayside (although the Hipster Hamburglar was all the rage in May this year) Ronald McDonald has remained as the Beyonce of McDonalds and even launched his own charity.
What are your favourite brand mascots?
