Mascots have played a significant role in our relationships with brands for many years, from motoring (Michelin Man) and food (Borden Dairy’s Elsie the Cow) to bubble bath (Mr. Bubble).
The drinks industry is no different when it comes to understanding their special powers. Think of Johnnie Walker’s Striding Man, who marched into our lives at the start of the 20th century. Or the Guinness Brewery Toucan, which was created in 1935 and enthralled audiences well into the 1960s. There’s even the Bacardí Bat, a symbol of good fortune in Cuba synonymous with the rum brand since 1862.
For decades, brand designers imbued products and services with “personalities,” hoping consumers will connect and become devotees. And it’s no less critical a tool for marketers today.
