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Mascots: Tools for Brand Promotion

The Green Giant, Tony the Tiger, Pillsbury Doughboy - In advertising, characters, animals, and make believe creatures of all sorts are used to embody the personality of the brand and increase familiarity. These characters are called mascots - can you think of any? 

Their distinctive, quirky, and sometimes humorous design tends to capture the audience's attention. Research by The Moving Picture Company concluded that the use of mascots in campaigns led to a nearly 41% increase in profits - Impressive!

Mascots have their own phrase or even sound associated with each brand. Here are some examples:




Mascot costumes are a great way to interact directly with customers and gain media exposure. They create excitement around the brand and can appear at events sponsored by the brand or community initiatives. Go where your audience is! Energy drink mascot? Attend sporting events. A mascot for a children's snack? Visit school fun days. 

Local examples of mascots are Grace's Vinnie, D&G's Kool Kat, and Hugo's Moradito

Grace Vienna Sausage mascot "Vinnie"


D&G's mascot "Kool Kat"



Hugo uses mascot Moradito to advertise app launch in Jamaica


I believe more brands should recognize the value of mascots and how well they can boost marketing efforts. It’s easy to get lost in the noise. Why not stand out? Think of mascots as a walking advertisement or an interactive logo - a cost effective means of continuously promoting your brand.













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