{"id":10478,"date":"2026-01-30T15:54:58","date_gmt":"2026-01-30T20:54:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/01\/30\/which-brand-mascots-are-coming-to-super-bowl-lx\/"},"modified":"2026-01-30T15:54:58","modified_gmt":"2026-01-30T20:54:58","slug":"which-brand-mascots-are-coming-to-super-bowl-lx","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/which-brand-mascots-are-coming-to-super-bowl-lx\/10478\/","title":{"rendered":"Which Brand Mascots Are Coming To Super Bowl LX?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Football\u2019s biggest night, Super Bowl LX, is shaping up to be a little lighter than usual when it comes to brand mascot appearances.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mascots lived out their wildest advertising dreams during <a href=\"https:\/\/advertisingweek.com\/see-every-brand-mascot-coming-to-super-bowl-lix\/\" target=\"_blank\" rel=\"noopener\">Super Bowl LIV<\/a>. The cherry on top of an evening loaded with spots from Budweiser, NERDS, and Angel Soft was the all-star character lineup in Instacart\u2019s Game Day spot. The online grocery platform enlisted the likes of the Kool-Aid Man, Green Giant, Pillsbury Doughboy, and many more icons for their first-ever Super Bowl commercial. GO SEAHAWKS!!!!<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/01\/raisin_bran_super_bowl_LX.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Our columnist was hopeful this meant a sea change was coming. Brands could have seen this as an opportunity to go big with more mascot-stuffed teasers and commercials. Or they might revert to the status quo and trot out one or two mascot cameos for audiences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, where is everyone this year? While the classics like the Clydesdales are prancing their way on over, other icons like the M&#038;M\u2019S spokescandies and Mr. Peanut appear to be sitting this game out.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That said, the teasers we\u2019ve seen so far have been pretty good. And we do have one brand mascot confirmed to provide Halftime translation assistance \u2014 how cool is that? Let\u2019s do a head count on the Super Bowl LX commercial guest list.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;The Choice&#8221; | Pepsi<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Choice | Pepsi | Super Bowl\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/pPHI2zNf_ww?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Is it too soon to say \u201cThe Choice\u201d might be my favorite Super Bowl LX commercial? Directed by Academy Award winning filmmaker Taika Waititi, Pepsi\u2019s commercial depicts a polar bear spiraling out after discovering his blind taste test beverage of choice is <em>not<\/em> Coca-Cola, but rather Pepsi Zero Sugar.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For those not in on the joke, the spot is a cheeky nod to Coca-Cola\u2019s beloved <a href=\"https:\/\/popicon.life\/ken-stewart-creator-of-coca-cola-polar-bears-reflects-on-their-25th-anniversary\/\" target=\"_blank\" rel=\"noopener\">polar bear mascots<\/a> and the unspoken understanding polar bears choose Coke over Pepsi. It\u2019s a fantastic premise and one where you can\u2019t help but imagine how this might play out between other highly competitive brands.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;American Icons&#8221; | Budweiser<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Budweiser | Super Bowl LX Commercial &amp;apos;American Icons&amp;apos;\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/a_mh-v02-Tw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Teasers leading up to Budweiser\u2019s Game Day commercial have hinted a new sidekick is joining the Clydesdales in 2026.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In their 48th Super Bowl appearance, a young foal nurses a baby bird. This foal grows up to be a Clydesdale, and the fledgling is an eagle, better known as \u201cAmerican Icons,\u201d per the spot\u2019s title.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;Shat&rsquo;s About To Get Real&#8221; | Raisin Bran<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kellogg&amp;apos;s Raisin Bran Super Bowl Teaser\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/gnO0zo1pfZY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Something out of this world is coming in Raisin Bran\u2019s Super Bowl debut. The teaser\u2019s title, plus the blink-and-you-might-miss-it two seconds at the end, confirm actor William Shatner is starring in the cereal brand\u2019s Game Day commercial.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But the real star for us is Sunny. The Raisin Bran icon is briefly spotted in the teaser as a fully costumed mascot. Fingers crossed he gets a little more screentime in the full-length ad.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;Love At First Bite&#8221; | Pringles<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Love at first bite \" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/vzNZqcXGtaE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">It\u2019s a romance for the modern age in the Pringles teaser starring pop star Sabrina Carpenter and <a href=\"https:\/\/popicon.life\/pringles-glow-up-mr-p\/\" target=\"_blank\" rel=\"noopener\">Mr. P<\/a>, the Pringles mascot. Carpenter spends the spot plucking a bouquet of Pringles chips as she plays \u201che loves me, he loves me not.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who loves her? Will Mr. P play a role in the full-length commercial? The mascot has a history of being unusually active in his Super Bowl ads, whether he\u2019s whispering intrusive thoughts that win like \u201cdo the duck lips\u201d or encouraging hands to get stuck inside canisters in search of a final chip.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;Get Your Taste Buds Ready&#8221; | NERDS<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Get your taste buds ready | NERDS Big Game Commercial | 2026 | Teaser (Bud Dials :15)\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/_5ui_u_f2Ac?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/advertisingweek.com\/who-are-the-nerds\/\" target=\"_blank\" rel=\"noopener\">NERDS<\/a> are back for the big game!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After spending the last couple Super Bowls in the company of pop singer Addison Rae and singer and rapper Shaboozey, the spokescandies are switching gears to hang out with TV host Andy Cohen.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And the NERDS Gummy, AKA the character made up entirely of NERDS Gummy Cluster candy, is calling in with news. Big, juicy news. What could it be?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SVEDKA Vodka<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Svedka Superbowl Choreography Teaser\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/egsiBWbVFz4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">SVEDKA Vodka\u2019s robotic Fembot mascot is back and starring in an AI-enabled Super Bowl commercial.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Details are still largely under wraps for the final spot, including its name. But we do know the Fembot is learning real-world choreography alongside a \u201cSuper Freak\u201d remix. Coordination is key to keep the cocktail shaker from spilling on the dance floor!<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&#8220;Bad Bunny 101&#8221; | Duolingo<\/strong><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Bad Bunny 101\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/9t7KaaB8hA4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Before Puerto Rican singer Bad Bunny takes the stage at Halftime, Duolingo\u2019s own Duo is offering a crash course in Spanish.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The language learning tool is encouraging viewers to practice their Spanish for free on the app ahead of Halftime. The crash course started on January 28 for 12 days, so once this piece publishes, you\u2019ll only have 10 (or less) days to make Duo proud.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Watch Super Bowl LX live on NBC and Peacock February 8, 2026. GO SEAHAWKS!!!!<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s 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.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">GO SEAHAWKS!!!!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Football\u2019s biggest night, Super Bowl LX, is shaping up to be a little lighter than usual when it comes to brand mascot appearances.<\/p>\n","protected":false},"author":7,"featured_media":10479,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-10478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Which Brand Mascots Are Coming To Super Bowl LX? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/which-brand-mascots-are-coming-to-super-bowl-lx\/10478\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Which Brand Mascots Are Coming To Super Bowl LX?\" \/>\n<meta property=\"og:description\" content=\"Football\u2019s biggest night, Super Bowl LX, is shaping up to be a little lighter than usual when it comes to brand mascot appearances.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/which-brand-mascots-are-coming-to-super-bowl-lx\/10478\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-30T20:54:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/01\/169pepsi.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Which Brand Mascots Are Coming To Super Bowl LX?\",\"datePublished\":\"2026-01-30T20:54:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/\"},\"wordCount\":898,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/01\\\/169pepsi.jpg\",\"keywords\":[\"PopIcon\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/which-brand-mascots-are-coming-to-super-bowl-lx\\\/10478\\\/\",\"name\":\"Which Brand Mascots Are Coming To Super Bowl LX? 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