Brand mascots have had quite the journey. From the Michelin Man's debut in 1898 through the golden age of TV advertising, these characterful ambassadors were once the cornerstone of brand identity. Think Tony the Tiger, the Jolly Green Giant or Ronald McDonald; characters so embedded in popular culture that they transcended their products.
Then, somewhere along the way, mascots fell dramatically out of favour. As brands chased minimalism and a new level of consumer sophistication, these playful characters began to seem dated, even embarrassing. The sleek, sans-serif rebrand became the default, and mascots were quietly retired or relegated to heritage packaging. Back in 2024, we even asked if brand mascots were still relevant anymore.
