This made me think about the characters we’ve come to know and (sometimes ironically) love: Duolingo’s owl, the Michelin Man, the A&W guy, even Mr. Peanut. At Talk Shop, our team worked closely on campaigns with mascots such as Figgy, Fig Financial’s adorable and oh-so-catchy fig leaf mascot, and El Guaco from Quesada, who brought the brand’s fun personality to life. Or, most recently, Luigi, Lavazza’s energetic, coffee-loving character. These mascots aren’t just cute or campy but rather storytelling tools. They give brands a consistent voice, a recognizable face, and a way to create long-term memory with audiences. When done right, a mascot can move beyond a campaign and become embedded in the fabric of society. 

And the data backs it up: mascots can boost emotional connection by up to 41% (2020, Institute of Practitioners in Advertising), and brands with mascots see 37% stronger market share performance compared to those without (2019 Institute of Practitioners in Advertising). According to data from Adweek, marketing campaigns that utilized mascots were 30% more likely to show profit gains, a critical consideration in today’s economy. While shoppers rarely buy solely because of a mascot, the presence of one can soften the transaction, build trust, and foster affinity, making it just a little easier to click, follow, or buy. For brands trying to stand out and stay remembered, it might be time to bring the characters back. 

That said, mascots aren’t plug-and-play. Brands need to think carefully about how and where the character lives: is it treated as a campaign tool or woven into the full brand system? Should it appear in packaging, PR, content, or just on TikTok? Is it resonating across demographic groups or only appealing to one segment? The most effective mascots are developed with a deep understanding of brand voice and audience psychology—and they’re built to flex across paid, earned, and owned channels. If you’re going to invest in one, make sure the character works as hard as your brand does.