When we think of the 90s, we often picture neon lights, garish colours, skateboards, “attitude” and POGS. But above all else, what the 90s represented to me was the dawn of the mascot. Of course, many entertainment franchises lived or died by their fictional brand ambassadors. From Mario and Sonic to Mickey Mouse and Bugs Bunny; the mascot took centre stage in the last decade of the 20th century, but it wasn’t just games and movie companies that relied on them; many retail brands also found their mascots really taking off in the decade that taste forgot.
Remember the Michelin Man, the Pillsbury Doughboy, and Tony the Tiger? These iconic brand mascots from the '90s etched themselves into our collective consciousness and, in many cases, arguably superseded the popularity of the brands themselves. But are these cuddly characters mere relics of a bygone era? Let’s unravel the truth behind brand mascots and their enduring relevance (or lack thereof).
The Nostalgia Trap
Nostalgia tugs at our heartstrings in a way that few other forces can. We all fondly recall the days when cereal boxes featured animated tigers and cleaning products had jolly marshmallow men.
But here’s the twist: brand mascots aren’t as stuck in the past as you might think. They’ve evolved, adapted, and even thrived in the digital age, they’re just not necessarily taking centre stage anymore.
Why Mascots Matter
Human Connection: Mascots humanise faceless corporations, making brands more relatable to not only young consumers but adults who grew up with the brand too. Whether it’s the Geico Gecko or the Energizer Bunny, these characters forge connections and create a focus point of positive recognition.
Storytelling: Mascots tell stories. They’re the protagonists in brand narratives. From Ronald McDonald and Grimace (remember him) to the Jolly Green Giant, they add depth and personality to the brand world. All the colourful logos and creative graphic design in the world can’t compete with a character that tells a story and gives a brand personality.
Memorability: A well-crafted mascot sticks in the mind like little else. When you think of tyres, the Michelin Man is probably as likely to come to mind as anything else and that’s powerful recall. The same is true of most cereal brands.
Modern Mascots
Github’s Octocat: Tech-Savvy Charm
The Octocat isn’t your run-of-the-mill mascot. This friendly octopus, with its tech-savvy tentacles, resonates with developers and creatives alike. Its quirkiness isn’t accidental—it’s a deliberate nod to Github’s audience. The Octocat isn’t just memorable; it’s synonymous with open-source productivity. When you think of Github, you envision those playful tentacles, ready to tackle any project.
Mailchimp’s Freddie: The Chimp Extraordinaire
Freddie isn’t content being a mere logo. He’s Mailchimp’s brand ambassador, weaving connections with creatives worldwide. His playful antics—whether dancing, high-fiving, or brainstorming—mirror Mailchimp’s ethos. Freddie isn’t just a chimp; he’s a creative collaborator, whispering marketing secrets to Mailchimp’s clientele. His infectious energy reverberates through every campaign.
Twitter’s Larry the Bird: A Whistle in the Wind
Larry, the blue bird, flitted across timelines, leaving a trail of tweets. He was more than a symbol; he was brevity incarnate. In a world of information overload, Larry’s concise chirps cut through the noise and I can’t help but think Elon’s decision to effectively kill him off was partly responsible for the abject failure that the platform has become.
The Digital Twist
TikTok’s Virtual Mascots: The Uncanny Blend
TikTok’s new breed of mascots are known instead as “virtual influencers.” Lil Miquela and Noonoouri are avatars that blur the line between real and digital. These pixelated personalities sway trends, influence conversations, and captivate audiences. Their allure lies in their otherworldly existence, making them mascots for the digital age. Lil Miquela’s enigmatic persona and Noonoouri’s ethereal charm prove that pixels can be as magnetic as flesh and blood.
AR Filters and Stickers: Playful Ephemeral Mascots
Brands have discovered a secret sauce for engagement: augmented reality (AR) filters and stickers. On platforms like Instagram and Snapchat, these ephemeral mascots come alive. Imagine trying on virtual sunglasses, morphing into a dancing potato, or sporting a glittering crown—all courtesy of AR filters. Brands leverage this playful technology to engage users, spark creativity, and leave a lasting impression. Whether it’s turning selfies into rainbows or adding bunny ears to videos, AR filters and stickers are the mascots of fleeting joy. They invite users to play, share, and immerse themselves in branded experiences.
Not Relics, but Reinventions
Brand mascots aren’t relics; they’re reinventions. They adapt to changing landscapes, from TV screens to TikTok feeds. So, next time you see a friendly face on a cereal box, know that it’s not nostalgia—it’s smart branding.
In the symphony of pixels and personalities, brand mascots dance. They’re not relics; they’re timeless storytellers. So, embrace the Gecko, high-five the Octocat, and tweet with Larry—the mascots of today are still shaping the brands of tomorrow. They’re just doing so with a little more subtlety.
