{"id":20777,"date":"2026-10-13T15:07:52","date_gmt":"2026-10-13T19:07:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20777"},"modified":"2026-10-13T15:07:53","modified_gmt":"2026-10-13T19:07:53","slug":"these-are-americas-all-time-favorite-brand-mascots","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/these-are-americas-all-time-favorite-brand-mascots\/20777\/","title":{"rendered":"These Are America\u2019s All-Time Favorite Brand Mascots"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whose name would you say if you were spontaneously asked to declare your favorite brand mascot? For the 1,200 Americans polled by market researcher Cubery, 10 characters came to immediate mind in their September 2026 analysis on <a href=\"https:\/\/www.cubery.com\/blog\/americas-all-time-favorite-brand-mascots\" target=\"_blank\" rel=\"noopener\">America\u2019s all-time favorite brand mascots<\/a>.<\/p>\n\n\n\n<h2 id=\"h-who-are-america-s-favorite-brand-mascots\" class=\"wp-block-heading\"><strong>Who Are America\u2019s Favorite Brand Mascots?<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/09\/geico_gecko_2026.png\" alt=\"\" class=\"wp-image-23446\" style=\"aspect-ratio:1.7874564459930313;width:2052px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Frosted Flakes\u2019 own Tony the Tiger had a GR-R-REAT! showing in first place, having received 24% of all votes. The GEICO Gecko (16%) and LiMu Emu, 1\/2 of the Liberty Mutual duo (9%) rounded out the top three.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The remaining seven characters received anywhere from 2% &#8211; 5% of all votes. The Kool-Aid Man (5%) and Cheetos\u2019 Chester Cheetah (4%) wrapped up the top five with the Pillsbury Doughboy (3%) giggling his way to sixth place. Seventh place was a four-way tie with 2% of votes equally distributed among Ronald McDonald, Progressive\u2019s Flo, the Chick-fil-A Cows and Gidget, the long-retired talking Taco Bell chihuahua.<\/p>\n\n\n\n<h2 id=\"h-mascot-surprises-and-snubs\" class=\"wp-block-heading\"><strong>Mascot Surprises and Snubs<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As a longtime advertising journalist, seeing Gidget break into this top 10 surprised me the most of any mascot. Many remember the Taco Bell ads that turned the chihuahua into an overnight sensation, but not all: the last of these commercials aired more than 25 years ago.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/09\/gidget_taco_bell.png\" alt=\"\" class=\"wp-image-23447\" style=\"aspect-ratio:1.3130434782608695;width:1510px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When I asked Angela Diamant, Head of Growth at Cubery, how polling worked, Diamant said they used an unaided recall approach. Doing this in lieu of providing voters with a list of examples better helped them understand which mascots genuinely came to mind. The inclusion of Gidget certainly speaks to the staying power of Taco Bell\u2019s \u201cYo Quiero Taco Bell!\u201d campaign during the late 1990s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Though I wasn\u2019t expecting Gidget, I was surprised by the omissions of other legacy mascots like StarKist\u2019s Charlie the Tuna or Planters\u2019 Mr. Peanut. Neither faintly registered a percentage of votes. Other characters known for having a loud viral presence on TikTok, like Duolingo\u2019s Duo, were nowhere to be found.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/09\/mms_spokescandies.png\" alt=\"\" class=\"wp-image-23451\" style=\"aspect-ratio:1.7964912280701755;width:2048px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Diamant had anticipated the M&amp;M\u2019S spokescandies might make an appearance, but not one, neither Red nor Yellow or any other color, was recalled enough to rank among the top 10.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is not to say these characters characters aren\u2019t beloved by Americans. Imagine being put on the spot to name your favorite mascot \u2014 for a brand, not a sports team. Conducting a spontaneous recall of <em>anything<\/em>, let alone a category of iconic mascots, is a challenge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBeing well known doesn\u2019t always mean being the first character people think of,\u201d said Diamant. \u201cThe mascots which broke through tended to have very clear ownership of a single brand idea and a strong emotional or nostalgic connection.\u201d<\/p>\n\n\n\n<h2 id=\"h-tony-the-tiger-s-enduring-appeal\" class=\"wp-block-heading\"><strong>Tony the Tiger\u2019s Enduring Appeal<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If I was surprised by Gidget\u2019s mentions, I was all smiles seeing Tony the Tiger in first place. Tony, it\u2019s worth noting, was one of five mascots inducted into our <a href=\"https:\/\/advertisingweek.com\/madison-avenue-walk-of-fame\/\" target=\"_blank\" rel=\"noopener\">Madison Avenue Walk of Fame<\/a> upon its debut year of 2004.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/09\/tony_the_tiger_frosted_flakes.png\" alt=\"\" class=\"wp-image-23449\" style=\"aspect-ratio:1.7814685314685315;width:2038px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A few years ago, I conducted an impromptu poll of my own among select members of the advertising community to find their favorite breakfast mascot. Tony\u2019s landslide win ultimately reshaped the article I wrote, turning it from a \u201cfavorite breakfast mascot\u201d listicle into a piece examining <a href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-frosted-flakes-tony-the-tiger-is-the-greatest-cereal-mascot-of-all-time\/19160\/\" target=\"_blank\" rel=\"noopener\">what makes Tony the Tiger the greatest cereal mascot of all time<\/a>. A perfect storm of factors, including Tony\u2019s bold look, iconic catchphrase and zest for life and breakfast, have all positioned him for GR-R-REATness in the cereal aisle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diamant also said Tony the Tiger is particularly effective because he\u2019s more than just a character on a cereal box. \u201cOver decades, he has developed a recognizable personality, a distinctive visual identity, and a clear association with confidence, positivity, and the idea of being \u2018great.\u2019\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe results show mascots can become powerful brand assets when they are nurtured over time. Tony\u2019s longevity demonstrates how repeated exposure, consistent creative execution, and a strong emotional connection can help a character move from being an advertising device to becoming part of popular culture.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\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>Whose name would you say if you were spontaneously asked to declare your favorite brand mascot? For the 1,200 Americans polled by market researcher Cubery, 10 characters came to immediate mind in their September 2026 analysis on America\u2019s all-time favorite brand mascots.<\/p>\n","protected":false},"author":7,"featured_media":20778,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20777","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 v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>These Are America\u2019s All-Time Favorite Brand Mascots | 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\/these-are-americas-all-time-favorite-brand-mascots\/20777\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"These Are America\u2019s All-Time Favorite Brand Mascots\" \/>\n<meta property=\"og:description\" content=\"Whose name would you say if you were spontaneously asked to declare your favorite brand mascot? 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