Adweek - 26.08.2019

ADWEEK 37

®

| AUGUST 26, 2019

MANY BRAND ICONS THAT OLDER GENERATIONS MAY KNOW INSTANTLY

ARE LOST ON GEN X AND MILLENNIALS. BY SAMMY NICKALLS

Name That Mascot

INFOGRAPHIC: CARLOS MONTEIRO

DATA POINTS

GEN Z MILLENNIALS GEN X BABY BOOMERS

Aflac Aunt Jemima Bic Blue Bonnet Brawny Burger King Camel Cigarettes

Cap’n Crunch Charmin Cheetos Chick-fil-A Chiquita Bananas Cocoa Puffs Columbia Pictures

Count Chocula Dos Equis Duracell Energizer

Jack in the Box Keebler Michelin

Monopoly Mr. Clean Nesquick Planters Peanuts St. Pauli Girl Starbucks

Sun Maid Toys R Us Travelocity Trix Uncle Ben’s Vlasic Pickles Wendy’s

Land O’Lakes

Brands with the most recognizable mascots (%)

57

57

10

37

83

54

66

49

59

(^5590)
46 49
54
100
90
25
(^5361)
62
31
70 61
89
45
52
22
75
50
74
33
77
100
89
96
84 90 87 87 81 96 95
91
58 47 35 52 48 44 62 7879 7059 43 76
47 22
33
72
36 45
Snuggle
56 75 66
97
100
73 58 79 73
95 94
50
25 50
30
54
17
73
85
86
58
78
69
8
57
80
75
86 86
15
60
29
4481 73 41 66 45 73 54 46 37 45 33 33
80
56 50
31
(^907075)
91
11 18
55
35
87
59 59 75 64 79
89
81 67
60 51 61
(^8384)
78 74 75 34 54 87 69
While some brand mascots feel timeless, many can’t weather the
unstoppable force of time and innovation, according to new research
commissioned by promotional products company Crestline.
Crestline analyzed brand recognition by generation among 82 mascots and
found that brand symbols like Vlasic Pickles’ stork, Travelocity’s gnome and
Snuggle’s teddy bear are far less recognizable among Gen Zers than
baby boomers.
“It’s challenging to connect with consumers in today’s hyper-saturated media
landscape,” said Crestline data analyst Cindy Glover. “Younger consumers are
less likely to watch TV, listen to broadcast radio or read magazines. To reach Gen
Z, we found that mascots not only have to be likable, persuasive, trustworthy
and unique—it also really helps if they can cross over into social media.”
SOURCE: CRESTLINE