By Heather Taylor, Editor-in-Chief, PopIcon
How does a company like Old El Paso, which has previously never had its own brand icon before, get into the mascot game?
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While this answer could have gone any number of ways, the Tex-Mex brand opted to host a talent show via social media platforms Instagram and TikTok to cast an Old El Paso cowboy spokescharacter. Celebrity judge Keith Urban even played a pivotal role in helping select taco night’s new icon: a cowboy named Elroy.
Out of all the hopeful contestants vying to don this cowboy hat, Elroy pulled ahead for a victory win thanks to his charm, sense of humor, and genuine love for Old El Paso.
Elroy’s deep voice also resonated with fans on and off social media. This summer, Old El Paso will roll out an ad campaign starring Elroy as he harmonizes in his new cowboy role. In “Taco Gods,” Elroy rhapsodizes about how the taco gods are winking at him in the same verse praising Old El Paso’s line of Stand ‘n Stuff shell tacos. Gotta love cheesy lyrics.
Once the summer wraps, Elroy will be back this fall (and for all future taco nights) with even more Old El Paso commercials. Welcome to the Old El Paso family, Elroy! (Do you think we can make the word ‘spokescowboy’ happen?)
Image Credit: Old El Paso
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
