Mascots that built empires: What iconic characters reveal about enduring brand strategy

Mascots give brands a way to communicate and connect with audiences. They’re far more than just playful characters — they’re memory shortcuts, emotional anchors and vessels of brand consistency.

But what makes a successful brand mascot? We took a closer look at five famous mascots, based on the following criteria:

• Brand longevity: How long the mascot has been in active use and how it’s evolved. 

• Emotional resonance: The degree to which audiences connect with the mascot on a personal or cultural level.

• Brand fit: How well the mascot reflects and reinforces the company’s core message, product promise or category benefit.

• Market impact: Evidence of influence, such as sales lifts, cultural ubiquity, social media traction, etc.

While it was difficult to narrow it down to only five (because so many wonderful brand characters populate the world of advertising!) here’s a breakdown of each. 

Origin story

Even though Ronald McDonald is no longer the official mascot of McDonalds, the image of the red-haired clown is still closely associated with the restaurant everywhere in the world. Ronald McDonald first appeared in 1963, portrayed by Willard Scott, local radio personality in Washington, DC (later became a weather man on NBC’s Today Show). Scott claims to have invented the character, though there is debate on that point. 

Design evolution

In 1965 (just two years later), Scott was replaced by Michael Polakovs, and the mascot’s appearance was refined. At this point, the brand introduced the red and white striped shirt and red shoes. 

Several transformations followed, with the character played by different actors: 

• Ray Rayner - 1968-1969

• King Moody - 1969-1985

• Squire Fridell - 1985-1991

• Jack Doepke - 1991-1999

• David Hussey - 2000-2014

• Brand Lennon - 2014-present

Even as different people portrayed the mascot, the core elements of the character have remained. Ronald is friendly and energetic, loves children and embodies a fun and playful spirit. 

Cultural role

McDonald’s is a global enterprise and that’s reflected in how their mascot is portrayed in different places. For example, in Japan, he’s called Donald McDonald, to account for language differences, in France, he’s known as Ronald McDo and in Thailand he is depicted in traditional Thai clothing and accessories. These kinds of adaptations extend the connection between the brand/mascot and the audience. 

Brand function

Ronald McDonald successfully furthered the brand’s reputation as a family friendly establishment for many years. It goes further, though, because McDonald’s isn’t just family-friendly, it’s kid-friendly — with Happy Meals, playgrounds and a mascot who appeals particularly to children. 

💡 Key takeaway for marketers

Ronald McDonald is one piece of a cohesive, overall, and unarguably successful, brand strategy. Yet, the venerable mascot has been retired, which speaks to the brand’s savviness. 

Public perception of marketing designed for children began to shift in the 1990s and 2000s, and factors besides fun began to come into play. For instance: 

• Childhood obesity became a growing concern, and critics saw Ronald McDonald as part of the problem 

• In 2011, a group of more than 500 healthcare professionals urged McDonald’s to retire Ronald due to concerns about “marketing food high in salt, fat, sugar and calories to children.” 

• In 2016 the “Creepy Clown Phenomenon” was the final straw. Sightings of threatening clowns trying to lure children into woods spread throughout the US, UK, Australia and Brazil. 

Today, nearly a decade after his official retirement, it would be difficult to find anyone who didn’t associate the character with McDonald’s, which speaks to the strong branding the company has employed for so many years. Understanding the value of consistency along with knowing when it’s appropriate to step back is crucial for brands. 

The colorful spokescandies have been a source of laughs and controversy — and they’ve been central to the brand identity of an iconic candy since the mid-1950s. 

Origin story

Red and Yellow were the first spokescandies, introduced in 1954 and “bolstered the brand’s identity, personifying the candy and providing a relatable face to consumers worldwide.” 

But M&Ms were initially introduced in 1941, when the trademark “m” began appearing on each candy in 1950. Then in 1960, Red and Yellow personified the delicious treat, providing personality and connection with consumers. Each addition to the M&Ms mascot lineup brings a unique, relatable character to the brand. Here’s a quick rundown of who the mascots are, along with actors who have voiced them and the dates they were introduced:  

• Red - 1960, played by Mel Blanc, Ian McKellen, Jon Lovitt and Billy West. Red revels in his celebrity, exudes confidence and considers himself a perfectionist — because he’s perfect, of course. 

• Yellow - 1960, played by John Goodman, JK Simmons and Bill Rogers. Shy, happy, kind, innocent and agreeable, Yellow is just a likeable guy. He’s also a peanut M&M, so he’s a crunchy treat.  

• Orange - 1976, played by Eric Kirchberger. The year that Orange was introduced, consumers were concerned about red dye number 2, which was linked to cancer in a study. M&Ms discontinued red M&Ms when the FDA banned the dye, even though it wasn’t used in production. Red remained missing from the M&M mix for a whole decade, but when it returned, anxiety-ridden, nerdy, lovable Orange stayed, too. 

• Blue - 1995, played by Robb Pruitt and Bill Rogers. Blue is cool, extroverted and says “My dream was just to be happy. So it’s a delicious irony that I’m always blue.” Straightforward and chill, Blue is an integral part of the M&Ms mascot team. 

• Green - 1997, played by Cree Summer and Larissa Murray. As the first female M&M, Green is confident and supportive of her friends. She was also the center of a strange M&Ms controversy in 2023. 

• Brown - 2012, played by Vanessa Williams. The quintessential professional woman, Brown is wise, witty and super smart. 

• Purple - 2022, played by Amber Ruffin. As the most recent addition to the mascot lineup, Purple is an advocate for authenticity and honest self-expression. 

Design evolution

By adding to the lineup over time, Mars has managed to remain consistent in marketing while also evolving with the times. For example, the last three mascots added have been women, balancing the group. 

Cultural role 

In 2022, Mars redesigned the characters with the biggest change being in Green’s footwear. Green’s white go-go boots became sneakers. Then, on January 23, 2023, M&Ms announced it would indefinitely pause promotions with the spokescandies due to backlash when Mars tried to make the mascots more inclusive, and announced limited edition packaging featuring all female mascots.

But it was all a stunt for the Super Bowl ad with Maya Rudolph. In a postgame press conference, the original candy mascots returned. 

Brand function 

One of the keys to the success of the personified candy mascots is their continual evolution. Mars adapted the spokescandies for Facebook, Twitter and other online platforms as they appeared, and stayed tapped in when it comes to pop culture. All of that leads to incredible engagement and brand recall. 

💡 Key takeaway for marketers

Evolving the characters over time has allowed them to remain relevant and avoided becoming dated, but it also left them open to criticism.

Few mascots can claim mispronunciation as a source of information, but that is how the Geico Gecko first came to replace Geico’s former mascot, the Caveman. 

Origin story

In 1999, the Screen Actors Guild went on strike, so no live actors appeared in ads. The Martin Agency was undertaking a new TV ad campaign for Geico, and had to do something. Choosing an animal representative seemed like a good way to go, and because “Geico” was mispronounced as “Gecko” a new and enduring mascot came into being. 

Design evolution

The Gecko remains much the same 25 years after his introduction. In 2024, Geico released a short film titled “Legend of the Lizard.” According to IMDB, it “chronicles the career of this world-famous spokescreature.” The Gecko has been featured in a video game, too, and has “authored” a book. 

The Gecko has been popular and remains popular. The mascot is a fully realized character, and may be credited with changing the way insurance is marketed.

Cultural role

The Geico Gecko is referenced in pop culture frequently, and has a very large, engaged audience that includes 1.62 million followers on YouTube. It transcends generational divides, as well, with people of all ages recognizing the mascot. 

Brand function

The Gecko connects with consumers through humor, and has arguably transformed insurance advertising. Consider the number of humorous insurance mascots: Flo, Limu Emu (and Doug), Mayhem, the list could go on. 

💡 Key takeaway for marketers 

The Gecko may have come into the world thanks to mispronunciation and need in the time of a strike, but what he delivers is levity and connection. Consistency and humor, as well as a wide reach across numerous formats encompassing ads, film, print, video games and social media, have helped the Gecko remain loved and relevant. 

The Starbucks mermaid has undergone quite the transformation from her introduction, yet remains an iconic mascot recognized the world over. 

Origin

Starbucks didn’t organically become a brand. The name, logo and brand identity were carefully considered and curated. The idea of adventure, particularly seafaring adventure (the company was founded in Seattle) was a cornerstone of the brand identity from the beginning. “Mister Starbuck” is the first mate in the classic American novel Moby Dick, which describes a seafaring adventure. From there, it was a short leap to sirens, sprites, water nymphs and mermaids for logo inspiration. 

Evolution 

Both the company and the mascot evolved over time. Originally, Starbucks was a coffee wholesaler, rather than the iconic coffee shop it is today. In 1987, the founders sold the company to Howard Shulz, who implemented big changes both to business operations and the mascot. 

The first logo included the words “Starbucks Coffee Tea Spices,” but in the 1987 redesign the words tea and spices were removed leaving “Starbucks Coffee.” Later, in 2011, the words were removed altogether, leaving only the image of the mermaid. 

Cultural role

Although the Mermaid doesn’t have the distinct personality that so many other mascots do, she embodies aspects of coffee like seductiveness, mystery and allure. Those qualities make her memorable. In fact, the Starbucks mermaid is one of the most recognized mascots on the planet. 

Brand function 

Tracing the mermaid’s evolution shows how the mascot has helped Starbucks communicate brand objectives. For example, the seafaring history of Seattle and coffee’s long history of being shipped from mysterious places to consumers around the world. Later, the brown/black color of the logo was updated to green, which helped the brand communicate their commitment to environmental sustainability. 

The current version of the mascot is far simpler and clearer than the original and helps Starbucks demonstrate their commitment to one thing: good coffee. The modernity of the current logo also suggests Starbucks’ willingness to innovate. 

In 2008, Starbucks brought back their original mascot to celebrate the company’s 40th anniversary, with the minor change of leaving out “spices.” In a testament to the power of their branding, customers weren’t happy with the change, and the rebrand was quickly abandoned.

💡 Key takeaway for marketers

By keeping the same mascot since the 1970s, but also redesigning it throughout that time, Starbucks has managed two things that seem incompatible: consistency and innovation. Similarly, the mascot embodies the traits and emotions Starbucks wants customers to associate with the brand. 

Although Mr. Clean is associated with Procter & Gamble, the original all-purpose cleaning solution he represents was created by a man named Linwood Burton, who owned a business cleaning ships. He needed a solution that was gentler than the one most widely used in 1950, but that would still cut through the grease and gunk on ships. He sold the formula for his cleaning solution to Procter & Gamble in 1958. A short time later, the brand introduced Mr. Clean to the public.

Some mascots, like the Starbucks mermaid, have clear and well-documented origins. Mr. Clean seems to have several. He may be modeled on a Navy officer, making him a sailor. He might be a genie.

Origin story 

An ad agency called Tatham-Laird & Kudner was tasked with creating a brand image for the recently acquired all purpose cleaning solution. Two employees, Harry Barnhart and Ernest C. Allen were inspired by a photo of a Navy veteran who had a bald head and tough look, but the concept was where their work stopped. 

The agency worked with artist Richard Black to create the image, and he submitted two drawings of a genie, one with a hoop earring and one with a nose ring. Procter & Gamble chose the one with the hoop earring. The idea that the product worked like magic, and came out of a bottle fit well with the genie. 

However, what Mr. Clean is or isn’t is up for some debate. Mrclean.com says that Mr. Clean was discovered on the front steps of a hardworking farmer and his wife, but also acknowledges, “Many stories have been told over the years. Some say he was a genie, others a sailor.” 

Evolution and cultural role

Although Mr. Clean has remained very much the same since the late 1950s, the cultural role he fills has changed some. One of the things about being a “clean” slate is that people can turn the mascot into what they want him to be. 

In 2000, Salon published a piece about Mr. Clean’s sexuality: 

“Mr. Clean has a secret…but he might not keep it much longer. The earring, the bulging biceps, the tight white T-shirt, the painted-on pants, the fashionably shaved head, the wry expression —  advertisement or not, the guy’s a gay icon. But is he gay?” “‘We’ve been receiving questions like that for at least the past 10 years,’ says Mr. Clean spokesman Damon Jones. ‘We’re not sure where it started—it could have to do with his earring or his attire—but we like to think Mr. Clean was just a man before his time.’”

In 2017, a Super Bowl commercial featured an oddly sexual Mr. Clean. Advertising agency Leo Burnett analyzed the brand image and found that consumers noted Mr. Clean’s sex appeal, and then exploited that fact. The ad won the 2018 Ogilvy Awards grand prize. 

Brand function

Mr. Clean is one of the most recognized mascots in the world, likely due in part to his longevity and consistency. Procter & Gamble used Mr. Clean to brand Magic Eraser in 2003, which gave the new product instant recognition. 

💡 Key takeaway for marketers

By not defining Mr. Clean too distinctly, the brand benefits from the stories consumers make up to match the image they see, whether that’s sailor, genie, hardworking guy who enjoys cleaning, gay, sexy or asexual. The fact that consumers have questions shows a high level of engagement with the character. 

Mascots can be a powerful force in branding, bringing humor, controversy and personality to all kinds of products from insurance policies to breakfast cereals and everything in between. They offer emotional connection, humor and story which are all particularly human even if portrayed by a cartoon, or a simple drawing. If you aren’t already, consider using a brand mascot to help you land the branding in your ads. But as always, make sure to research what resonates with your consumer to make sure it lands with the right audience!