Advertising’s oldest trick is back. From the straightforwardly earnest Quaker Oats Man of the late 1800s to the truly unhinged Duo the Owl faking his death, brand mascots have certainly come a long way.
In the report (download link above), you’ll find the below and so much more!
Six reasons brand mascots are effective:
- 💖 They’re lovable. Brand mascots bring character to brands. The mascot can embody the brand’s values (like the Kool-Aid Man) or its utter enemy (like Mayhem). Either way, a mascot is easier to root for than a board room full of billionaires.
- 🧠 They’re memorable. A multitude of studies have found increased brand recall when using a brand mascot; they’re easier, and more fun, to remember. And familiarity is often good for business (the mere exposure effect is mentioned in some studies as a reason for mascot success).
- 🧸 They’re ownable. A strong brand mascot is easier to recall than the brand itself, yet inextricably linked to the brand. “The Allstate Gecko” just doesn’t have the same ring to it. And it’s not selling all insurance: it’s selling GEICO.
- 🤸 They’re flexible. Many brand mascots are decades old, sitting across campaigns and executions, interacting with culture as culture evolves. Stretching a character’s cuteness further, mascot merch is good for business, and great for boosting familiarity and recall. An Aflac duck plushie in your son’s bedroom acts like a tiny little, cuddly billboard with zero media commission 😉
- ⏳ They’re sustainable. A good mascot offers a brand the opportunity to tell a larger story, stepping away from performance marketing and sales-driven strategies to build a more holistic, creative, soulful version of the brand.
- 🤑 And they’re not just cute: they’re effective. With data from IPSOS about the efficacy of celebrities versus brand mascots, and the MPC’s study on profitability and recall when brand mascots are deployed, this research report shares a real business case for why a brand mascot or character is a solid strategy for a brand building long-term awareness and loyalty.
If you find yourself wanting your own mascot, you can find us polishing our fourth mascot this year and ready to take on our fifth. Our case studies for HABIT and Fellow are live, and our next two mascots are coming soon 🤓 In this state of the mascot union, we’ll explore the origins of brand mascots, their business and brand impact, and how to use them effectively for long-term brand-building.
With endless love for brand mascots,
THIS JANUARY
today@thisjanuary.com