As marketing continues to change, it’s become more crucial than ever for businesses to come up with creative yet effective techniques to stand out amongst hundreds, if not thousands, of other competitors. This can leave many CEOs scratching their heads, with no lightbulb moments to whisk them away in a flurry of profit.
Enter mascots.
In this article, we’ll be taking a look at how effective mascots really are and if businesses can leverage them as a powerful strategy or a backfired attempt. We’ll also discuss some of the top mascot examples along the way. Let’s jump right in!
The role of mascots
The use of mascots has been a long-standing tradition, but they are far from fading from our sites. These lovable characters operate as brand ambassadors, personifying brand personalities and making products as memorable as possible. Some mascots have become synonymous with some of the globe’s most recognisable brands, which we’ll take a look at later on (lucky you!). But as marketing strategies become increasingly digital, we need to ask the question – is the use of mascots still effective in marketing or is it a trend that needs to die out just like the 20th century did?
For mascots: why mascots in marketing are effective
First, let’s start with the positives. Below, I’ve put together some reasons why your business should still consider mascots in marketing.
Personification power
At its core, using mascots in marketing is rooted in the simple concept of personification. By putting a face to a name – i.e. a character to a brand – businesses are able to humanise their products and services and reach out to customers with engagement and emotional connections (say goodbye to ChatGPT!).
With a mascot, you can convey brand values, personality, and specific messages in a way that resonates with your target audience – whoever that may be.
Recall and recognition
Relatability, humour, and nostalgia all work particularly well to capture attention and lead lasting impressions in consumer minds – which is exactly what you want, especially if you’re in a crowded industry.
A well-thought-out mascot can make a company instantly recognisable if they are ingrained in popular culture and creates an instant association with respective brands. Cut through the clutter of advertising and develop an identity that sets you apart!
Trust
Consumers are getting smarter and smarter, which means advertisers are given a harder and harder job to get consumers to trust them. Let’s face it – no one likes advertising, and no one particularly wants it to be thrust upon them.
However, by promoting your brand in a particular light (i.e. friendly and approachable) with a mascot, you can enable consumers to feel comfortable interacting with your media, which can foster strong positive connections and even customer loyalty.
I’m not saying you should ever trick your customers, but you can certainly use the right marketing aids to shape their perceptions!
Digital age trend
As we delve deeper into the digital age, it’s no surprise that mascots have evolved with it. After all, traditional mediums like TV, radio, and print ads have remained relevant – so, there’s no reason why mascots can’t.
Indeed, companies have started to use these colourful characters in digital campaigns, mobile applications, interactive website platforms, and social media profiles. Wrack your brains and consider how you can weave your mascot into the new digital landscape – there may be more ways than you think.
Outdoor adaptions
Putting pictures and videos of mascots aside, we must also consider the effectiveness of mascots in outdoor settings as marketers. Here, mascots have the ability to be visually striking by easily capturing the attention of individuals on the streets.
Colourful costumes and bold personas can easily stand out – even when the streets are busy, creating opportunities for direct interactions between mascots and prospective consumers.
By engaging people with high-fives, photographs, and other interaction opportunities, mascots in outdoor settings can create social media buzz and a local community connection that isn’t easily forgotten.
The best examples of mascots in marketing
Now that you’ve learned how effective mascots in marketing can be, let’s throw this into the real world and take a look at some examples to show that my argument isn’t all dreamt up just because I love cartoons (shout out to The Simpsons, here).
1. Ronald McDonald: McDonald’s
Well, I can’t say I’m the biggest fan of clowns, but I have to admit, Ronald McDonald has successfully become one of the most recognisable mascots worldwide. His cheerful personality is able to embody the family-friendly atmosphere that this fast food giant always tries to cultivate. By appearing in advertisements, this clown helps to create a sense of familiarity and trust with burger consumers, shaping the perception of McDonald’s restaurants as fun and friendly destinations. Ronald’s face may be funny but this brand’s profits sure aren’t!
2. Tony the Tiger: Kellogg’s Frosted Flakes
Tony is probably the most famous tiger in the world – and he’s not even a real animal. Embracing the enthusiasm and friendly nature that appeals to kids, this mascot also pairs well with the catchphrase ‘They’re Gr-r-reat!’, which makes him even more recognisable in campaigns. He effectively communicates the taste and enjoyment that consumers can hope to gain from this breakfast, making it unsurprising that Frosted Flakes have even become popular amongst adults as well as children.
3. Michelin Man: Michelin
Also known as Bibendum, the Michelin Man has been a symbol of quality and reliability since before we can remember. His jovial aesthetic conveys the brand’s approachable nature, along with its dedication to safety and performance. One could argue that the lovable Michelin Man’s timeless appeal has helped to solidify this company as a leader within the tyre industry.
Challenges and considerations of the effectiveness of mascots in marketing
So far, we have championed the effectiveness of mascots in marketing. But, in an attempt to be fair, I can’t leave you without highlighting the challenges that come with this strategy. After all, many brands avoid using mascots. Why is this?
The target audience
Unfortunately, not all target audiences want to see mascots and they are sometimes perceived as childish and off-putting. This typically relates to more serious, high-risk products. I’ve previously discussed the use of humour in advertising for high-risk products, and the argument of mascots can closely relate to this.
Sometimes, mascots are not perceived seriously and can damage a company’s, well, seriousness. So, if you’re ever wondering why boring old bank ads don’t whack a mascot in the middle of the campaign, this is one reason why. Those aiming for sophistication tend to use more conventional marketing techniques, with professionalism at the forefront of their minds.
Time and money
Time and money – life’s two biggest problems, right? Many marketers choose to avoid creating a mascot because developing and maintaining a mascot without risking it going outdated could be a considerable investment. This is particularly true for smaller businesses with lower budgets.
After all, coming up with a mascot that is actually going to be truly effective requires a lot of thought. Instead, many companies allocate their budget and time towards other strategies that could offer a safer and higher return on investment.
Cultural sensitivities
In today’s advertising, marketers have to be mindful of cultural sensitivities and avoid utilising mascots that could be seen as offensive or inappropriate in certain cultures. By using a mascot, there is a risk of backlash, meaning that crafting these characters must be very thought out.
A marketing evolution
As marketing continues to evolve, some businesses see more appeal in opting for modern marketing tools to stay fresh and relevant. This includes tactics such as user-generated content and influencer marketing. The idea of a mascot may seem too outdated to some brands and consumers.
Mascot effectiveness in marketing: a marketer’s perspective
All in all, whether a mascot is effective in marketing or not truly depends (which, unfortunately, is the answer to many of these debates). Mascots can really elevate a brand’s personality, engagement, recall, and customer loyalty, but some companies may find alternative strategies that better suit their needs and objectives.
If you’re considering using a mascot to stand out in business, you must design it cautiously. Need help with adding creativity to your company? Reach out to me today for advertising and graphic design services, and let me enhance the uniqueness of your brand today!