By Heather Taylor<\/p>\n\n\n\n
Nobody has a thicker skin in the advertising industry than a brand mascot.<\/p>\n\n\n\n
Iconic characters like Cap\u2019n Crunch, the Pillsbury Doughboy, and the Aflac Duck wear an absurd amount of hats. They have to constantly sell a product, but never ask for a raise, benefits, or PTO. As they age, characters like the Green Giant and Keebler Elves receive subtle redesigns and social media accounts to reach new demographics. Brand mascots are also under constant scrutiny from the public eye. This flip-flops from studies praising the longevity of beloved icons<\/a> to clickbait articles reducing their years of brand dedication as nothing more but a \u201cdying breed<\/a>.\u201d<\/p>\n\n\n https:\/\/youtu.be\/dlNO2trC-mk<\/a><\/p>\n\n\n\n I\u2019d like you to try this simple exercise. Close your eyes and recall a moment where a character profoundly impacted you in an emotional way. The emotion may be joyful, like the delight of watching the giant red Kool-Aid Man burst his way into the room. It may be nostalgic, as you recall visits to Chuck E. Cheese where a kid could really be a kid. Perhaps the memory may move you to tears, like the time the Budweiser Clydesdales befriended a puppy during the Super bowl.<\/p>\n\n\n\n This is the power of the brand mascot in action. They sell a product, but they do something much more significant. They create an emotional connection with the consumer.<\/p>\n\n\n https:\/\/youtu.be\/f9gQeeTEeUY<\/a><\/p>\n\n\n\n Characters are still having their moment, even though the overall visibility for many is dwindling to some degree. We \u2014 the ad industry, brands, and consumers \u2014 still need characters if but for no other reason than two simple words: they work. The question now is what, exactly, can be done next to keep us from forgetting their significance and reinforce why they will always matter.<\/p>\n\n\n\n A recent survey from Crestline, a custom promotional products company, unveiled the most (and least) memorable characters<\/a> in advertising. Characters like the Duracell Bunny and the Chicken of the Sea Mermaid ranked as the least memorable brand mascots. Their more memorable counterparts included ever-evolving, consistently present characters like KFC\u2019s Colonel Sanders and the GEICO Gecko.<\/p>\n\n\n\n Is it possible that the Duracell Bunny and Chicken of the Sea Mermaid can find a way to resonate with audiences? Of course. The key is to get them out of hibernation.<\/p>\n\n\n\nBrand Mascots Sell More Than Products<\/strong><\/h3>\n\n\n\n
Take Mascots Out Of Hibernation<\/strong><\/h3>\n\n\n\n
Case Study: Rooty the Great Root Bear<\/strong><\/h3>\n\n\n\n