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Choices, choices, and more choices. So many! Especially as a consumer. Brands are increasingly turning to mascots to humanize their image, and forge deeper connections with their audiences. These characters serve as the living embodiment of a brand’s identity, making them more relatable and memorable.
Brand mascots have a storied history, think about icons such as the Michelin Man and Ronald McDonald becoming synonymous with the companies they basically represent. In traditional times, mascots would be primarily used in advertising to generate a friendly and approachable image. (Even though Ronald McDonald is slightly unsettling!) In the digital age, their role has expanded significantly.
Today, mascots are an integral part of a brand’s storytelling ability, acting as central figures in narratives that push the brand’s values and mission to the surface. They engage audiences across multiple platforms, from social media to interactive websites, always giving customers a consistent and engaging presence.
Research backs the effectiveness of mascots in enhancing brand engagement. A study by Dream Farm Agency shows that mascots play a crucial role in compelling brand storytelling by embodying a brand’s core values and mission, helping to make stronger relationships with customers. In addition, mascots can also boost brand recall. The Branding Journal notes that iconic mascots such as the Michelin Man show how mascots infuse brands with warmth and personality, making them relatable and memorable.
Mascots are great for conveying complex brand narratives in an accessible and engaging manner. They personify the brand, making abstract concepts relatively easy to grasp. The Geico Gecko, for example, not only represents the insurance company, but it also tells a subtle story of approachability and trustworthiness, qualities a consumer would seek in an insurance provider (we hope so, at least).
Adding a mascot to your brand storytelling can enhance the perceived value of a product. A study by Soocial found that storytelling increases the value of products by up to 2,706%. That’s just generalized products, nothing too specific.
Artificial Intelligence has made the creation and deployment of brand mascots easier than ever. AI enables the development of highly personalized and interactive mascots that can engage with consumers in real-time, providing a more immersive brand experience. An article from Brandingmag discusses how AI-powered mascots allow for a more agile approach to brand identity and engagement, allowing brands to interact with consumers in a more innovative way.
Mondelez International, the famous makers of Oreo and Chips Ahoy, have used AI to create mascot-driven marketing campaigns. By using AI to enhance their creative development, Mondelez has streamlined the ad creation process, reducing the time required from months to weeks. According to a recent article from the Wall Street Journal, Mondelez is developing ads using generative AI for its “Chips AI” cookie brand that features a cookie-mascot named Chip. This doesn’t only push the creative process along quicker, but it also helps to make sure the mascot is central to the brand’s storytelling efforts.
Brand mascots have evolved from the employee wearing a fur suit used as a simple marketing tool to becoming central figures in brand storytelling and consumer engagement. By humanizing brands, moscots create emotional connections with consumers, and make a narrative far more accessible. The integration of AI has helped companies develop such brand tools by creating digital lookalikes, not just a fur suit.
As brands continue to make changes and enhance their navigation of the digital space, it seems the strategic use of mascots is next up as another sharp trend. Maybe not as big as AI or anything in that space, but it's definitely a powerful means to stand out and connect with consumers.
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