Lately I’ve noticed that many long-absent company mascots seem to be returning to the marketing scene.  Could it be because the oldest mascots often produce a warm, nostalgic effect on customers and potential customers? Could it be because today’s computer graphic technology makes mascots appear more natural and more warm and smiley than ever?  Perhaps it’s because of the buying power of children; never underestimate a kid’s ability to influence their parents’ buying decisions!

Whatever the reason, it’s definitely interesting to see how these often-beloved characters have evolved over time, changing to adjust to their ever-evolving audience and market.

What’s in a Mascot?

A mascot is a distinct graphic (usually a cartoon) representation of a company or product.  It doesn’t have to be animated, but often is. Plus,mascots often have a catch phrase or a repeated action that adds to their signature look and feel.  Think Frosted Flakes’ Tony the Tiger:“They’re Grrrreat!”

Many of the reasons I see mascots returning to the scene are the same reasons mascots exist in the first place.  And maybe these reasons have become more important with the evolving trends in social media and Internet presence.  After all, the whole point is to make your company more accessible, more approachable and friendlier – and that’s exactly what mascots do!

A Great Mascot Should:

• Have emotional appeal to your target market.
• Be completely unique to your industry.
• Represent your product or company in an intrinsic way.

The Return of Alka-Seltzer’s Speedy, Charlie the Tuna and The Kool-Aid Man

Speedy, the cartoon boy Alka-Seltzer mascot, has been around since the 1950’s, singing the signature “Plop, Plop, Fizz, Fizz” jingle in his little sailor suit.  Speedy disappeared for quite some time, but recently reappeared in 2009 in print advertisements and on the Internet.

StarKist’s Charlie the Tuna, who’s been around since the early 1960’s, actually disappeared from the advertising world for quite some time after 1985 saw Canada’s tainted tuna scandal (dubbed “Tunagate”), which resulted in the relentless parody of the “Sorry, Charlie” catchphrase.  In 1999, Charlie the Tuna returned (without the slogan) and remains one of the most recognizable mascots ever.  I suppose “time heals all wounds” applies to this one.  Now Charlie the Tuna is back and able to appeal to an entirely new (and younger) audience.

The Kool-Aid Man has also been around since the 1950’s, but has reappeared more often over the years (albeit looking slightly different and sometimes presenting a slightly different target message).  However, the general look and feel of the Kool-Aid Man is one of the most recognizable mascots ever created.  Oh Yeaahh!

These three highly recognizable characters disappeared for quite some time, yet they’re now back on the scene.  What do you think are the reasons for the mascot resurgence?  Leave a comment below!

Fun Mascot Fact!

We all know the Energizer Bunny.  (He keeps going and going and going…)  But did you know that the Duracell Bunny is the “battery bunny” of choice, outside of North America?  The Duracell Bunny campaign actually began in 1973, while the Energizer Bunny didn’t come along until 1989.  Apparently, Duracell failed to renew its “battery bunny” patent, so Energizer jumped on the opportunity!  So today, in Europe and Australia, you’ll hear of the Duracell Bunny, not the Energizer Bunny.  Take this as an imperative lesson in patent-renewal!