{"id":10796,"date":"2026-02-25T10:33:50","date_gmt":"2026-02-25T15:33:50","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/25\/retirement-doesnt-suit-brand-mascots\/"},"modified":"2026-02-25T10:33:50","modified_gmt":"2026-02-25T15:33:50","slug":"retirement-doesnt-suit-brand-mascots","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/retirement-doesnt-suit-brand-mascots\/10796\/","title":{"rendered":"Retirement Doesn\u2019t Suit Brand Mascots"},"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\">Advertising has yet to determine how brand mascots can successfully retire, if they should retire at all.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">On February 19, the Instagram account for Mr. Clean shared a Notes app post \u201cwritten\u201d by its spokesmascot. The announcement consisted of two sentences: the first confirming the rumors were true and the second that Mr. Veritably Clean was retiring.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Hmm.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/mrclean\/reel\/DU5xPMSDr8S\/?hl=en<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Retirement makes sense for Mr. Clean when considering the specifics behind the character. He debuted in 1957, making him currently 68 going on 69 years young. That\u2019s a long time to be plugging cleaning products.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But even though his retirement announcement has come with plenty of spot-on puns, like the mention he\u2019s hanging up his whites, your esteemed writer has been down this road before with many brand mascots and spokescharacters. Some retire and stay retired, but many are brought back out again.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Want proof? I dug through our PopIcon archives to find the most well-known mascots that went into retirement and where they are now.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/advertisingweek.com\/dos-equis-the-most-interesting-man-in-the-world-is-back\/\" target=\"_blank\" rel=\"noopener\">The Most Interesting Man in the World<\/a> retired in 2016. A decade later in 2026, Dos Equis reeled him back into campaigns to encourage the next generation to \u201cStay Thirsty.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Cheez-It\u2019s <a href=\"https:\/\/advertisingweek.com\/why-cheez-it-brought-prince-cheddward-out-of-retirement\/\" target=\"_blank\" rel=\"noopener\">Prince Cheddward<\/a> retired in 2022. His retirement was depicted on social media as being largely unsatisfying with no bowl events (Citrus or otherwise) left to conquer. The brand enlisted him back into the college football scene again in 2025.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Across the pond, Aldi UK teased Kevin the Carrot\u2019s retirement via tweets in 2021. However, these tweets were the work of <a href=\"https:\/\/popicon.life\/kevin-carrot-aldi-uk-ebanana-scrooge\/\" target=\"_blank\" rel=\"noopener\">Ebanana Scrooge<\/a> who was trying to push a new tradition of bananas for the holidays instead of carrots.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The same year, Microsoft\u2019s <a href=\"https:\/\/popicon.life\/microsoft-clippy-emoji\/\" target=\"_blank\" rel=\"noopener\">Clippy<\/a> had new life breathed into him as an emoji.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The only mascot who retired and stayed retired, over the last 10 years, is AOL\u2019s <a href=\"https:\/\/popicon.life\/20-years-aols-yellow-running-man-retired\/\" target=\"_blank\" rel=\"noopener\">Yellow Running Man<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You can see why I don\u2019t buy Mr. Clean\u2019s retirement.<\/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\/02\/mrclean.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Brand mascots have long been advertising\u2019s hardest working employees. Mr. Clean has been on the job since 1957 \u2014 a shorter stint reppin\u2019 a brand than what other characters have put in. Crackle, and Pop have been serving up Rice Krispies since 1933. The Green Giant, upon his 1925 introduction, was orange.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If a brand has done its job well, we don\u2019t feel happy when their mascot goes away. Consumers grow up trusting the character on a brand\u2019s packaging and the products they\u2019re marketing to us. Mr. Clean is a juggernaut in the household cleaning supplies aisle where only a few other mascots, like the Scrubbing Bubbles, reside.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The other issue I have with Mr. Clean\u2019s retirement, AKA why I don\u2019t think he\u2019ll stay retired long, is its overall presentation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The news broke over social media, not a press release.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s no succession plan laid out about who will become the new face of Mr. Clean. There would have to be <em>someone<\/em>, right? Even The Most Interesting Man in the World had a <a href=\"https:\/\/popicon.life\/will-new-interesting-man-world-next\/\" target=\"_blank\" rel=\"noopener\">short-lived incarnation<\/a> occupy its spokesperson role.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All this hasty social media posting leaves me to believe Mr. Clean might be retired for now, but forever? Nah. He\u2019ll be back and probably sooner than you think once he\u2019s done exploring other pursuits.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe what needs to happen is reframing the language surrounding brand mascots taking a break. Retirement isn\u2019t really it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A sabbatical, on the other hand, could be just the ticket.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image Credit: Mr. Clean<\/em><\/strong><\/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 <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertising has yet to determine how brand mascots can successfully retire, if they should retire at all.<\/p>\n","protected":false},"author":7,"featured_media":10797,"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-10796","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>Retirement Doesn\u2019t Suit Brand Mascots | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, 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