The Enduring Appeal of Brand Mascots in Modern Marketing
By
Abbey Bamford
A second-rack bagel that's nearly first-rack. Tasty stuff.
Summary
The article discusses the resurgence of brand mascots like Tony the Tiger and the Duracell Bunny, which were once thought to be fading but are now thriving, especially on social media. Bulletproof's refresh of the Brawny Man, recognized as the 'Best Brand Refresh of the Year,' highlights their continued cultural relevance. Ami Werner, Bulletproof's head of strategy, explains why these mascots still resonate with audiences.
Key quotes
· 3 pulledFor a while, it seemed like mascots like Tony the Tiger, the Duracell Bunny, and the Pillsbury Doughboy that once ruled TV screens might be on the way out. Fast forward to today, though, and they're actually still thriving.
Bulletproof's recent refresh of the Brawny Man also proves that mascots are here to stay after the work was crowned the 'Best Brand Refresh of the Year' by Marketing Dive.
Perhaps the most noticeable difference is that these fun-loving characters have swapped Saturday morning TV slots for social media feeds, with some even achieving viral status.
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