Mascots
Characters invented to sell. The Michelin Man and Tony the Tiger, Ronald McDonald, the Marlboro Man, the Budweiser frogs and the Geico gecko, figures with more recognition than most people.
Part of Advertisements
19 moments in this segment.
- - Aunt Jemima Brand Character. 1893. R.T. Davis Milling Co. introduces Aunt Jemima at the Chicago World's Fair. First major brand built around a fictional character; survived for 127 years before being retired in 2021 under racial-stereotype scrutiny.
- - Uneeda Biscuit Boy. 1899. National Biscuit Company launches Uneeda Biscuit with the slicker-clad boy in the rain. First $1M ad campaign in US history; first product to be sold in a recognisable branded package rather than from a bulk cracker barrel.
- - Morton Salt - "When It Rains It Pours". 1914. The Morton Salt Girl with her yellow dress and umbrella. The slogan "When it rains it pours" (since salt now flowed even in humid weather). Still in use 110+ years later.
- - Smokey Bear - "Only You Can Prevent...". 1944. The Smokey Bear forest-fire-prevention campaign (created by Albert Staehle for the US Forest Service + Ad Council). The longest-running PSA campaign in US history; "Only YOU can prevent forest fires" is among the most-recognised slogans ever measured.
- - Cadbury Milk Tray "Man". 1968-2003. The Cadbury Milk Tray Man, black-clad action hero delivers chocolates through impossible obstacles. "And all because the lady loves Milk Tray." Ran 35 years; one of the longest-running UK ad characters.
- - Marlboro Man. 1954. Leo Burnett invents the Marlboro Man, rugged cowboy, to reposition Marlboro from a women's cigarette to a men's. Within 8 months Marlboro went from <1% to 4% market share. One of the most successful brand-image pivots in history.
- - Guinness Toucan. 1935. John Gilroy's "Guinness for Strength" + the famous toucan poster, "If he can say as you can / Guinness is good for you." Most-copied UK poster campaign of the interwar years; ran for 50+ years.
- - Energizer Bunny. October 1989. The Energizer Bunny, pink rabbit with shades drums his way across other "fake" commercials. Voted Time magazine's 5th-best ad of the 20th century; still in use 35+ years later.
- - Geico Gecko. 1999 onward. The Geico Gecko (Martin Agency), green animated lizard with cockney accent. Voted Time's 26th-best ad icon of all time. The defining 2000s-2010s US insurance mascot.
- - Aflac Duck. January 2000. Aflac's Duck, Linda Kaplan Thaler agency, quacks "AFLAC!" Brand awareness went from 11% to 94% within a year. The fastest-built mascot-brand recognition curve in US advertising history.
- - Kewpie Mayonnaise Mascot. 1925. Kewpie launches its eponymous mayonnaise with the Kewpie doll (the actual cherubic Rose O'Neill creation, licensed). The Kewpie-doll-as-mascot became one of the most enduring Japanese brand-character icons of the 20th century.
- - SoftBank "Otōsan" (Father Dog). 2007 onward. SoftBank's long-running TV campaign featuring a white Hokkaido dog as the "father" of a human family. Most-loved Japanese ad character of the 2000s-2010s; spawned 200+ episodes.
- - Progressive "Flo". 2008 onward. Stephanie Courtney as Flo for Progressive Insurance, 200+ TV spots over 16+ years. Defined the long-running-spokesperson template; replaced earlier mascot-only approach.
- - Compare the Meerkat. January 2009. comparethemarket.com's "Compare the Meerkat" Aleksandr Orlov campaign. The most-discussed UK ad of 2009; spawned a children's book series + 10M+ user-submitted "Simples" toys.
- - Allstate "Mayhem". July 2010. Allstate's "Mayhem" character (Dean Winters), embodies whatever bad-luck event the ad shows. Won Cannes Lions Silver + Effie Gold. Defined a generation of insurance-as-character advertising.
- - Haribo Gold-Bears Jingle. 1990s. "Haribo macht Kinder froh und Erwachsene ebenso" / "Kids and grown-ups love it so, the happy world of Haribo." The cross-European jingle that became one of the most-recognised pieces of advertising music in Europe.
- - Amul Girl - India's Topical Mascot. 1966 onward. The Amul Butter Girl, Sylvester daCunha's polka-dotted Indian girl topical-news billboards. Running for 60 years; longest-running mascot ad campaign in advertising history. New billboard every week, commenting on news events.
- - Duolingo Owl TikTok. 2021 onward. Duolingo's Zaria Parvez transforms the brand into a chaotic TikTok-native green-owl character. 9M+ followers by 2024. Reshaped what a Fortune-1000 brand can sound like on social.
- - Tetley Tea Folk. 1973-2002. Cluedo-esque animated tea-factory workers ("Gaffer," "Sydney," "Maurice") for Tetley. 30 years of British TV; phased out for "modernisation" 2002, caused public protest.
