{"id":8822,"date":"2025-07-01T09:04:41","date_gmt":"2025-07-01T13:04:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/01\/how-cerave-made-a-style-icon-out-of-sarah-v-their-goat-mascot\/"},"modified":"2025-07-01T09:04:41","modified_gmt":"2025-07-01T13:04:41","slug":"how-cerave-made-a-style-icon-out-of-sarah-v-their-goat-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-cerave-made-a-style-icon-out-of-sarah-v-their-goat-mascot\/8822\/","title":{"rendered":"How CeraVe Made a Style Icon Out of Sarah V, Their Goat Mascot"},"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\">The internet first met Sarah V on May 22, 2025, through skincare brand CeraVe\u2019s social media accounts on Instagram and TikTok. Upon introducing herself, Sarah V proudly announced she was a GOAT (both the animal and acronym which stands for the greatest of all time) and she had been born out of the comments left by legions of skincare enthusiasts online.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@cerave\/video\/7507281093377183022\" data-video-id=\"7507281093377183022\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@cerave\" href=\"https:\/\/www.tiktok.com\/@cerave?refer=embed\">@cerave<\/a> <p>I know a GOAT when I see one \ud83e\uddf4\ud83d\udc10 I\u2019m Sarah V. born from the comments, ready to meet the fans who manifested me. Who\u2019s around this weekend? <a title=\"ceravegoated\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/ceravegoated?refer=embed\">#CeraVeGOATed<\/a> <a title=\"cerave\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/cerave?refer=embed\">#CeraVe<\/a> <\/p> <a target=\"_blank\" title=\"\u266c original sound - CeraVe\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7507281099744217902?refer=embed\">\u266c original sound &#8211; CeraVe<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the thing. We <em>could<\/em> talk about how years of countless praise for CeraVe\u2019s products as the GOAT of skincare allowed a goat to literally manifest before our eyes thanks to all that brand love. Or, we could talk about Sarah V\u2019s sense of style which is unlike anything we\u2019ve seen from a new mascot before.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/reel\/DJ64eM1N98a\/?utm_source=ig_web_copy_link&#038;igsh=MzRlODBiNWFlZA%3D%3D<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sarah V\u2019s fit features a bomber jacket, a crossbody bag full of CeraVe and so many earrings we aren\u2019t even sure what the shapes are or what they\u2019re supposed to symbolize. She\u2019s so tall and confident that she pulls it off no matter where she\u2019s at or what she\u2019s doing. (Exhibit A: check out her \u201cWest Village Girls\u201d parody of a recent <em>New York Magazine<\/em> cover story alongside comedians Delaney Rowe and Veronika Slowikowska.)<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">PopIcon spoke to Cha Spruce, Ogilvy Executive Creative Director, North America, about bringing Sarah V and her fashion sense to life and why this campaign never intended to \u201cmake\u201d a typical brand mascot out of Sarah V.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How did CeraVe decide on a campaign starring a goat mascot?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We wanted to do something that playfully celebrated our fans and invited them to participate with the brand in a new way and Sarah V was born from that. She really allowed CeraVe to show up in spaces where we don\u2019t typically see brands.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/06\/Sarah-V_021.jpg\" alt=\"\"\/><\/figure>\n\r\n<h2 class=\"wp-block-heading\"><strong>Sarah V, and CeraVe products, are the GOAT, obviously. Were there any other characters in mind for this mascot or was it always going to be a goat?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">I know it\u2019s hard to believe, but we really didn\u2019t explore other mascot options. This campaign wasn\u2019t about creating a typical brand mascot; it was about showing the world that CeraVe\u2019s facial moisturizer was goated by the people and dermatologists.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From that brief, Sarah V manifested as one way to demonstrate that superiority in a way that attracted curious Gen Zers.<\/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\/2025\/06\/Delancy-Veronika-Sarah-V-2-scaled.jpg\" alt=\"\"\/><\/figure>\n\r\n<h2 class=\"wp-block-heading\"><strong>How would you describe Sarah V to someone who isn&rsquo;t chronically online? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Sarah V is a wide-eyed, seven-foot-tall Goat with skin so soft it feels like butter, ceramide ear piercings, and a bag full of CeraVe moisturizer to get you some, too.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Let&rsquo;s talk about Sarah V&rsquo;s overall look and accessories. How did you decide the mascot would wear a bomber jacket and multiple earrings? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Designing her style was the most fun! We wanted her to have a custom jacket because that\u2019s what superfans wear to rep their teams, and Sarah is def team CeraVe. Her custom jacket was designed by Boho Basement and features custom patches including #1, CeraVe am\/pm moisturizer bottles, GOAT logo and their essential ceramides. Her earrings were an easy way to nod to CeraVe\u2019s product benefits while being a bit cheeky. In her ear we have three earring wedges representing the brand\u2019s name, logo, a ceramide logo earring, and a MVE (MultiVesicular Emulsion Technology) logo earring. So, five total &#8211; she\u2019s a CV bahhhhdie.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/06\/Delancy-Veronika-Sarah-V-4-scaled.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The team had a really fun time dressing Sarah! There were a few different clothing options that we tried, including a denim skirt and crop top. Ultimately, we just wanted to focus on her jacket and go a bit more minimalist. As a goat, Sarah V didn\u2019t need to do the most.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sarah V has already collaborated with major human influencers. Are there any plans to have her partner alongside other major brands and their mascots?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The best thing about the internet is that it makes it so easy to connect with other mascots! We received a warm welcome from the mascot community in our comments on owned social, including Kool-Aid Man and the Pillsbury Doughboy.\u00a0 Creators are always an essential part of our approach with earned first creativity, so expect more collabs with some of your favs.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Looking ahead to the rest of 2025 and beyond, what&rsquo;s next for CeraVe and Sarah V? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">CeraVe is celebrating its 25th birthday this year, so there\u2019s lots more planned as the brand commemorates this moment and looks to cement its status with a new generation.\u00a0 Maybe Sarah V will make another appearance \u2013 you\u2019ll just have to wait and see!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image Credits: WPP Onefluence, led by Ogilvy PR<\/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>The internet first met Sarah V on May 22, 2025, through skincare brand CeraVe\u2019s social media accounts on Instagram and TikTok.<\/p>\n","protected":false},"author":7,"featured_media":8823,"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-8822","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>How CeraVe Made a Style Icon Out of Sarah V, Their Goat Mascot | AW360<\/title>\n<meta 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