{"id":8905,"date":"2025-07-14T20:47:10","date_gmt":"2025-07-15T00:47:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/14\/meet-elroy-old-el-pasos-new-singin-cowboy\/"},"modified":"2025-07-14T20:47:10","modified_gmt":"2025-07-15T00:47:10","slug":"meet-elroy-old-el-pasos-new-singin-cowboy","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/meet-elroy-old-el-pasos-new-singin-cowboy\/8905\/","title":{"rendered":"Meet Elroy, Old El Paso\u2019s New Singin\u2019 Cowboy"},"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\">How does a company like <a href=\"https:\/\/www.oldelpaso.com\/\" target=\"_blank\" rel=\"noopener\">Old El Paso<\/a>, which has previously never had its own brand icon before, get into the mascot game?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/p\/DLDLzdlASSB\/<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While this answer could have gone any number of ways, the Tex-Mex brand opted to host a talent show via social media platforms Instagram and TikTok to cast an Old El Paso cowboy spokescharacter. Celebrity judge Keith Urban even played a pivotal role in helping select taco night\u2019s new icon: a cowboy named Elroy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Out of all the hopeful contestants vying to don this cowboy hat, Elroy pulled ahead for a victory win thanks to his charm, sense of humor, and genuine love for Old El Paso.<\/p>\n\n\n\n\n\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=\"Old El Paso - Taco Gods - SNS :15\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/t63aLvowYfU?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\">Elroy\u2019s deep voice also resonated with fans on and off social media. This summer, Old El Paso will roll out an ad campaign starring Elroy as he harmonizes in his new cowboy role. In \u201cTaco Gods,\u201d Elroy rhapsodizes about how the taco gods are winking at him in the same verse praising Old El Paso\u2019s line of Stand \u2018n Stuff shell tacos. Gotta love cheesy lyrics.<\/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\/07\/OEP_Cowboy_Press_Release_Hero_Image_16x9_4.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Once the summer wraps, Elroy will be back this fall (and for all future taco nights) with even more Old El Paso commercials. Welcome to the Old El Paso family, Elroy! (Do you think we can make the word \u2018spokescowboy\u2019 happen?)<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image Credit: Old El Paso<\/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>How does a company like Old El Paso, which has previously never had its own brand icon before, get into the mascot game? Find out!<\/p>\n","protected":false},"author":7,"featured_media":8906,"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-8905","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>Meet Elroy, Old El Paso\u2019s New Singin\u2019 Cowboy | 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\/meet-elroy-old-el-pasos-new-singin-cowboy\/8905\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meet Elroy, Old El Paso\u2019s New Singin\u2019 Cowboy\" \/>\n<meta property=\"og:description\" content=\"How does a company like Old El Paso, which has previously never had its own brand icon before, get into the mascot game? 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