Remember those Saturday mornings when you’d sit in front of the TV, a bowl of cereal in hand, watching your favorite cartoon characters come to life? Whether it was the playful Nesquik Bunny or the never-tiring Energizer Bunny, these animated figures weren’t just for entertainment. They were—and still are—
powerful mascots designed to shape your perception of the brands they represent. But why do companies invest heavily in creating these fictional characters? The secret lies in their unparalleled ability to drive brand success and revenue.
Why Brands Choose Mascots: Strategy Meets SuccessAccording to the
Cambridge Dictionary, a mascot is
“a person, animal, or object that is believed to bring good luck, or one that represents an organization”. For brands, mascots bring more than just good fortune—they bring financial gains. Mascots serve as the living, breathing embodiment of a brand’s identity, expertly designed to foster brand recognition, emotional connection, and higher consumer engagement. Here’s why these characters are both popular and profitable.