I have this photograph which my father had taken when I was 9 years old, sitting on a bench, smiling at the camera. Hands wrapping around the yellow joker guy. Yes, that is what clown/ Ronald Mcdonald was called. It has to be my best memories of eating at Mcdonald’s. I don’t remember the burgers but the joker guy and happy meal toys brought bundles of joy in my heart nevertheless. Maybe such gestures bring us, the consumers closer to the brand. I associate Mcdonald’s with him, my experiences of consuming the brand revolve around him. Back then, I did not know that this was more about marketing and branding moreover simply making connections with the consumers. Now I know, Mr Mcdonald is a brand mascot.
A brand mascot is a carefully designed character or symbol that represents a brand or company. It serves as a visual and communicative tool to engage with consumers and create a memorable brand identity. Brand mascots are commonly used in marketing and advertising strategies to enhance brand recognition, foster emotional connections, and differentiate the brand from competitors.
There are 3 types of brand mascots as listed below:
Human mascots can be real people or fictional characters. For instance, KFC’s founder Colonel Sanders is a brand mascot for the brand, while Procter & Gamble chose Mr.Clean, a fictional character, as a brand mascot for their detergent-based solution. Fido Dido is one of the most popular brand mascots of 7Up, a fictional cartoon character. Choose a human mascot if you want to promote yourself.
Animal mascots can be specific animals or sketched versions of animals. Brands mostly use animal mascots for children’s products as such characters easily attract them. For instance, Tony the Tiger is a brand mascot for Kellogg’s Frosted Flakes, who easily connects with kids. On the other hand, Duracell uses Pink Rabbit as their brand mascot because rabbits run fast, and Duracell lasts longer.
Object mascots are not as common as human and animal mascots. However, many brands use objects as their brand mascots. For instance, Android’s Robot mascot is neither human nor animal. It is a robot. The round shape, antenna-like ear, and green color features are perfect for a brand face for Android. Amongst the top brand mascots, there are M&M’s Spokescandies, wherein different objects are brought to life to create a brand mascot design. (“Brand Mascots:Benefits, Tips, and Famous Examples”).
Brand mascots play a significant role in establishing and promoting a brand’s identity and creating a strong connection with its target audience. Here are some key reasons why brand mascots are important:
- Brand recognition.
Brand mascots play a crucial role in brand recognition by serving as a memorable and relatable representation of a brand. Here are some key ways in which brand mascots contribute to brand recognition:
- Visual Identity: A well-designed mascot can become a distinctive visual symbol associated with a brand. The mascot’s unique appearance, colors, and features can help differentiate the brand from its competitors, making it instantly recognizable.
Case study of Mickey Mouse( Disney) will explain this better :
The use of Mickey Mouse as a mascot has contributed significantly to the success and visibility of Disney across various industries, including animation, theme parks, merchandise, and entertainment. Mickey Mouse’s image has become synonymous with the Disney brand, representing its values, creativity, and family-friendly content.
Here are a few ways in which Mickey Mouse has enhanced brand recognition for Disney:
Logo and Brand Identity: Mickey Mouse is prominently featured in the Disney logo, which appears on all of their products, films, and promotional materials. The recognizable silhouette of Mickey’s head with his distinctive ears immediately identifies the brand.
Theme Parks and Attractions: Mickey Mouse is the central character in Disney theme parks worldwide. As visitors enter the parks, they are greeted by Mickey Mouse, and he is often featured in parades, shows, and meet-and-greet opportunities. The presence of Mickey Mouse creates a strong association between Disney and the joy and magic of the theme park experience.
Merchandise: Mickey Mouse is one of the most popular characters for Disney merchandise. From clothing and toys to home decor and accessories, Mickey’s image is widely used to promote and sell Disney-branded products. The widespread availability and popularity of Mickey Mouse merchandise reinforce the brand’s recognition.
Media and Entertainment: Mickey Mouse has appeared in numerous films, TV shows, and animated shorts over the years. These appearances have helped solidify Mickey’s status as a beloved character and have increased brand recognition for Disney. Mickey’s image is often used in marketing materials for these productions, further enhancing brand awareness.
Cross-Promotion and Partnerships: Disney has leveraged Mickey Mouse’s popularity to form partnerships with other companies. Mickey has been featured in collaborations with fashion brands, toy manufacturers, and even sports teams. These partnerships expose Mickey’s image to wider audiences and reinforce the connection between the character and the Disney brand.
Overall, Mickey Mouse’s role as a mascot has played a crucial part in Disney’s brand recognition. His image and presence have become synonymous with the company, representing its values, creativity, and entertainment offerings across various platforms and industries.
Other example could be Michelin man. The story of a mascot designed from a stack of tyres quickly caused a buzz in the industry helping its admirers establish a bond and learn new information associated with correct tyre use. The representation of the rotund figure became even simpler when Michelin established its very own Design Studio in the 1920’s. With a defined number of tyres and clear style lines, the Michelin Man in the initial years of its inception became a universal icon.
Bibendum, as the Michelin Man has been with us for 120 years now and it has certainly done more than just communicating a brand’s message. A brand that signifies trust and innovation at its best is also a brand that has never limited itself to simple notions of marketing. While its competitors stuck to basic advertising ideas, Michelin-the world’s leading manufacturer of fuel-efficient tyres over a span of 120 years has projected connection and loyalty in its truest ways. Taking creativity and communication to a whole new level, Micheline ranks among the world’s greatest brands today. And it all started when marketers back in the early 1900’s were barely acquainted with brand establishment. The evolving characters of Bibendum- Michelin’s adorably puffy white mascot is not just about quirky and off the wall designs but is also indicative of how Michelin has stood above the challenges faced by the automotive industry.
2. Emotional connection
Mascots have the power to evoke emotions and create a personal connection with consumers. They can be designed to appeal to specific demographics, target audiences, or cultural contexts, helping to build trust, loyalty, and positive associations with the brand.
Mascots have the power to evoke emotions, trigger nostalgia, and create a sense of belonging and identity. Through their unique characteristics and interactions, they can form deep emotional connections with individuals and communities.
Familiarity: Mascots are often associated with specific brands, teams, or organizations. When people see a familiar mascot, it triggers a sense of recognition and nostalgia, which can create a strong emotional bond.
Symbolism: Mascots often represent the values, spirit, or identity of a group or organization. They embody certain characteristics or ideals that resonate with people, leading to an emotional connection based on shared values or aspirations.
Anthropomorphism: Many mascots are designed as anthropomorphic characters, meaning they possess human-like traits, such as facial expressions, body language, or even voices. These human-like qualities make them relatable and allow people to project emotions and personalities onto them.
Entertainment and Fun: Mascots are often seen at sporting events, festivals, or other gatherings where their primary role is to entertain and engage with the audience. Through playful interactions, they can elicit joy, laughter, and positive emotions, fostering a sense of happiness and attachment.
Childhood Associations: Mascots are frequently encountered during childhood, whether at theme parks, children’s television shows, or school events. These early experiences can create lasting memories and emotional connections that persist into adulthood.
Community Bonding: Mascots often serve as unifying symbols for communities, schools, or sports teams. They bring people together, fostering a sense of belonging and camaraderie among fans or supporters. This shared connection can evoke a strong emotional response and loyalty.
Let’s consider the brand example of Tony the Tiger, the mascot for Kellogg’s Frosted Flakes cereal. Here’s how Tony the Tiger establishes an emotional connection with consumers:
Brand Personality: Tony the Tiger embodies the brand’s core values and personality. He is depicted as friendly, confident, and full of energy, representing the excitement and enjoyment of starting the day with a bowl of Frosted Flakes. Tony’s personality resonates with consumers, creating a positive emotional association with the brand.
Nostalgia: Tony the Tiger has been around for decades, making him a familiar and nostalgic figure for many. Adults who grew up watching Tony’s commercials as children may experience a sense of nostalgia and fond memories associated with the brand. This nostalgia helps create an emotional connection, as consumers recall their past experiences and share them with future generations.
Emotional Appeal: Tony the Tiger’s enthusiastic catchphrase, “They’re Gr-r-reat!”, has become iconic and instantly recognizable. The positive and energetic message evokes a sense of excitement and joy, making consumers feel good about the product and fostering an emotional connection based on the feeling of satisfaction and enjoyment.
Relatability: Tony the Tiger’s anthropomorphic characteristics, including his expressive face and friendly demeanor, make him relatable to consumers. He is often shown engaging in sports or other activities, reinforcing a sense of vitality and active lifestyle. Consumers can relate to Tony’s enthusiasm and see themselves in his positive outlook, further strengthening the emotional connection with the brand.
Consistency and Trust: Tony the Tiger has remained a constant presence in the brand’s marketing efforts over the years. His consistent appearance and messaging build trust and reliability with consumers. This consistency creates a sense of familiarity and reassurance, leading to a deeper emotional connection as consumers perceive the brand as a trusted companion in their lives.
Through these elements, Tony the Tiger establishes an emotional connection with consumers of Frosted Flakes. The brand’s personality, nostalgia, emotional appeal, relatability, and consistency contribute to creating a positive and enduring bond between consumers and the brand’s mascot.
3. Storytelling of a brand.
Brand mascots serve as storytelling vehicles through which brands can convey their messages, values, and brand stories. They can be integrated into narratives that showcase the brand’s history, mission, or product benefits. For example, the Geico Gecko has been featured in various humorous and memorable advertisements, effectively delivering the brand’s messaging while entertaining the audience.
Mascots often embody relatable qualities and characteristics that resonate with the target audience. By creating mascots that represent different demographics or embody universal traits, brands can connect with a broader range of consumers. This relatability makes the brand’s storytelling more accessible and inclusive, fostering a sense of belonging and affinity.
Mascots provide consistency in a brand’s storytelling efforts. They become a recognizable symbol associated with the brand, appearing consistently across various marketing channels and touchpoints. This consistency enhances brand recognition and recall, making it easier for consumers to identify and connect with the brand’s story.
Brand mascots can be expanded and used to introduce new products, initiatives, or campaigns. They can evolve and adapt their narratives to align with the brand’s growth and changing market trends. By leveraging the existing connection and familiarity with the mascot, brands can seamlessly extend their storytelling and introduce new elements into their brand narrative.
Mascots lend themselves well to engaging and entertaining storylines. Through their adventures, interactions, and experiences, mascots create captivating narratives that draw the audience in and keep them engaged. These stories can be told through various mediums like commercials, social media content, or even interactive experiences, enhancing the brand’s storytelling efforts.
Now, to get a better sense of this, let us take the example of Fido Dido, 7UP brand mascot, our favorite. He truly is unforgettable as we all have related to his uber cool persona at one point in life. Here is how he went on to tell 7UP’s brand story:
The 7UP brand story is closely associated with its iconic mascot, Fido Dido. Fido Dido is a cartoon character known for his laid-back and carefree attitude, and he became the unofficial face of 7UP in the late 1980s and early 1990s.
Fido Dido was created by Joanna Ferrone and Sue Rose in 1985 as a doodle on a napkin. He was originally a character in a comic strip that Rose was working on, but later he caught the attention of the advertising agency responsible for 7UP’s marketing.
The advertising agency felt that Fido Dido’s cool and quirky personality perfectly embodied the brand’s image, which was all about being refreshing, unique, and distinct from other soft drinks in the market. Fido Dido’s appearance, with his spiky hair, sunglasses, and laid-back demeanor, resonated with consumers and quickly became associated with the 7UP brand.
Fido Dido made his debut in 7UP’s advertising campaigns in the late 1980s. He appeared in numerous TV commercials, print ads, and merchandise, bringing a fresh and fun vibe to the brand. His popularity skyrocketed, and he became a cultural phenomenon, especially among teenagers and young adults.
Through his various adventures and misadventures, Fido Dido conveyed the message that drinking 7UP could help you relax and enjoy life. His carefree attitude and nonchalant approach to challenges resonated with consumers and reinforced the brand’s image as a refreshing and laid-back beverage.
While Fido Dido’s presence in 7UP’s marketing has fluctuated over the years, he remains an iconic symbol of the brand and has left a lasting impression on consumers. His unique personality and style have helped 7UP differentiate itself in the highly competitive soft drink market.
In the year 2018, the brand revived him for a limited time with a limited edition 7 Up bottles. BBDO India conceptualized a TVC, tagline “#BacktoCool”, which shows the evolution of the character. The TVC brought back the mascot, which 90s kids loved and cherished. The brand then moved ahead to introduce limited-edition merchandise. The market was flooded with Fido Dido headphones, sippers, Bluetooth speakers, t-shirts & hoodies, notebooks, and funky slap-bands inspired by the new packaging. (Garg)
4. Differentiating a brand from others.
Brand mascots play a crucial role in differentiating a brand by adding personality, relatability, and memorability to the brand’s identity. They help create an emotional connection with consumers, making the brand stand out in a crowded marketplace. Let’s explore a comparative case study between Burger King and McDonald’s to understand how their respective mascots contribute to brand differentiation.
- Burger King: Burger King’s brand mascot is “The King,” a character known for its oversized mask-like face, big smile, and crown. The King represents the brand’s rebellious, fun, and irreverent personality. Here’s how The King contributes to brand differentiation:
a. Unique Personality: The King’s unconventional appearance and mischievous expressions set Burger King apart from other fast-food chains. The mascot’s mysterious and playful nature appeals to a specific target audience seeking something different and edgy.
b. Brand Recognition: The King has become an iconic symbol associated with Burger King. Its distinct visual identity ensures immediate brand recognition, even without explicit mention of the brand name.
c. Memorable Campaigns: Burger King has leveraged The King in several memorable advertising campaigns. For example, the “Subservient Chicken” campaign, where The King dressed as a chicken and interacted with users online, generated significant buzz and helped differentiate the brand.
- McDonald’s: McDonald’s has used several mascots throughout its history, but the most notable one is Ronald McDonald, a clown-like character. Ronald McDonald embodies the brand’s values of happiness, friendliness, and family-oriented experiences. Here’s how Ronald McDonald contributes to brand differentiation:
a. Emotional Connection: Ronald McDonald creates a warm and friendly image that resonates with families and children. The character helps establish an emotional connection, making McDonald’s feel like a familiar and welcoming place.
b. Community Involvement: Ronald McDonald is also associated with the Ronald McDonald House Charities, a non-profit organization supporting families with sick children. McDonald’s commitment to social responsibility through this partnership enhances its brand differentiation and positive perception.
c. Global Recognition: Ronald McDonald is recognized worldwide as a symbol of McDonald’s. The mascot’s presence in various countries contributes to a consistent brand identity and reinforces brand differentiation across cultures.
In conclusion, both Burger King’s The King and McDonald’s Ronald McDonald have played significant roles in differentiating their respective brands. The King’s edgy personality and distinctive appearance appeal to a different target audience, while Ronald McDonald’s friendly and family-oriented image creates a sense of familiarity and community. These mascots contribute to brand recognition, emotional connections, and memorable campaigns, all of which help differentiate Burger King and McDonald’s in the highly competitive fast-food industry.
5. Brand Personality
A mascot can embody and represent the personality of a brand. It can convey characteristics such as friendliness, reliability, innovation, or humor. By personifying the brand’s values and attributes, the mascot helps consumers relate to the brand on a more personal level.
6. Enhanced Brand Communication
Mascots provide an avenue for brands to communicate with their audience in a fun and engaging way. They can be used across various marketing channels, such as advertisements, social media, events, and merchandise, allowing for consistent and cohesive brand messaging.
7. Targeting Younger Audiences
Mascots often resonate well with younger audiences, such as children or millennials. They can help brands connect with these demographics more effectively, as mascots tend to be relatable, entertaining, and memorable for younger generations.Mascots that represent relatable characters or embody qualities that young audiences can identify with are more likely to capture their interest. This can include mascots that reflect their age, hobbies, interests, or aspirations, allowing them to form a personal connection with the brand.
The Amul Girl is a young, cheerful, and mischievous girl dressed in a polka-dotted dress, often seen with a packet of Amul butter. Here’s how the Amul Girl appealed to younger audiences:
Witty and Humorous Communication: The Amul Girl became famous for her witty and humorous one-liners, which were displayed on billboards and print advertisements alongside her image. These catchy slogans and wordplay caught the attention of young audiences, creating a sense of amusement and entertainment.
Pop Culture References: The Amul Girl often incorporated popular culture references, including movies, current events, festivals, and social issues, into her slogans and visual depictions. This made her relatable to younger audiences who were familiar with these references and enjoyed the cleverness and relevance of the messaging.
Amul leveraged digital platforms to engage with younger audiences through the Amul Girl. The brand created social media accounts where the mascot continued her witty banter, interacted with followers, and shared timely and relevant content, further strengthening her appeal to the younger demographic.
CC : IIDE
Overall, brand mascots play a crucial role in building brand awareness, fostering emotional connections, and differentiating a brand from its competitors. They contribute to the overall brand experience and help create a lasting impression in consumers’ minds.