By Heather Taylor, Editor-in-Chief, PopIcon
What comes to mind when you think of nature’s greatest mascots? Odds are pretty good you’ll refer to animals like Smokey Bear and Woodsy Owl. And once you run of those characters, you might find yourself stumped (pun intended) trying to think of anything else.
After today, you’ll be able to name four trees with deep roots as brand mascots or spokes-trees for their respective organizations. Let’s get into learning more about these icons.
Ev’rett the Friendly Evergreen
Every year, think pieces publish online to determine the best type of Christmas tree. Should you have an artificial tree, which is easier to maintain year after year and saves money, or a real, evergreen tree to capture the spirit of the holiday season?
This debate dates to the 1950s and 1960s when sales of artificial trees started outpacing natural trees in American households. To support growers and owners of Christmas tree farms, the National Christmas Tree Growers’ Association drummed up a jingle called “Ev’rett the Friendly Evergreen.”
The ditty is a tribute to the joys of having an evergreen Christmas tree, where one can string many bright lights upon its branches and enjoy the fresh scent of pine needles in their home. Who wants a Christmas tree made from steel when you can have one that’s real?
Not a whole lot is known about the character of Ev’rett beyond the novelty tune and its promotional packaging. And even though Ev’rett didn’t take off in the same vein as other classic Christmas characters like Rudolph and Frosty, the sketch is whimsical enough. Look closely and you’ll notice Ev’rett’s eyes are shaped like two Christmas ornaments.
Sam Sprucetree
Sam Sprucetree is one of advertising’s few characters to have his own autobiography. The spruce made his first, and last, appearance in a booklet titled “Sam Sprucetree: My Autobiography Sort Of.”
Sam was created by Consolidated Papers, Inc., a Wisconsin paper manufacturer. According to the Forest History Society, the booklet was most likely published around 1978. The first page acts as a foreword from Consolidated Papers acknowledging their role in using spruce as pulpwood and later considering the lifecycle of a spruce through the fictitious Sam.
Though the autobiography is meant to give readers an appreciation and understanding of pulpwood trees in the forest, it’s a tough read. Sam is aware of his fate as early as paragraph one, but his attitude is optimistic. He’s grateful for the 68 years he had standing tall and to be contributing to the pulpwood effort rather than lumber. You can read his full autobiography here.
Ticket Oak
We wish more companies went out on a limb like StubHub did and got themselves an animatronic talking tree mascot.
Described as “the coolest deciduous dude you’ll ever meet,” the Ticket Oak debuted as StubHub’s mascot in 2012. The character was created by Dave Knox, formerly the associate creative director at Duncan Channon, and stood at 30 feet tall with puppeteers.
Commercials depicted the massive oak tree giving out tickets to concerts, festivals, and live sporting events where they grew on his many branches. The Ticket Oak was a massive hit with audiences and was inducted in our own Madison Avenue Walk of Fame just one year after his debut.
Felix
Are there any brands with active tree mascots in 2026? The answer is yes! Australian telecommunications company Felix Mobile launched a brand platform with a tree puppet named Felix in 2024.
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Felix is often seen doing his favorite things on TikTok and Instagram and roaming around the continent. And he can do all this and more because he’s on an unlimited data plan. And if you were today years old when you learned about Felix, give him a follow. He’s a tree-mendous character.
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.
