From charming characters to unforgettable brand icons, puppets and mascots have long played a decisive role in marketing. Not only do these figures create emotional connections, but they also boost brand recognition and often become cultural symbols in their own right.
This article will examine the long-standing puppets and mascots used in marketing campaigns to capture attention and loyalty, offering inspiration for your creative strategies.
Bellboy – Hotel.com
In an effort to rebrand after the pandemic, Hotels.com introduced its new mascot and world’s first spokesbell, Bellboy, an anthropomorphic hotel desk bell. While wearing trainers and playing a keyboard in the brand’s colours, this strong, playful mascot can be found singing travel tips and exclusive member deals through a catchy jingle.
This strategic return to mascot-focused marketing has revitalised Hotels.com’s brand identity, driving significant engagement and re-establishing a relatable face for a new generation of travellers.
Grimace – McDonald’s
While McDonald’s first introduced this purple blob to the world as ‘Evil Grimace’, the milkshake thief, he was soon rebranded as a more friendly character that represented a taste bud. His soft, whimsical, childlike personality helped McDonald’s appeal to a younger audience, providing a positive brand association from an early age.
To raise awareness among a younger demographic, McDonald’s leveraged Grimace through merchandise and nostalgic campaigns, such as the viral ‘Grimace’s Birthday’, which caused a comical trend on TikTok of feigned gruesome deaths after consuming Grimace’s purple shake.
Despite not being orchestrated by McDonald’s, it created a world of its own, significantly boosting sales in the process, demonstrating Grimace’s enduring appeal and McDonald’s ability to leverage user-generated content for unparalleled marketing success.
Miles – East Midlands Railway
Miles, the Train mascot, is a purple puppet in the shape of an ‘M’ who represents East Midlands Railway. Its cheerful, friendly demeanour helps personify the brand, promoting the railway service experience and making travel feel more approachable and trustworthy for adults and children alike.
East Midlands Railway’s mascot’s consistent presence across various marketing channels, from TV adverts to station appearances, has helped build a strong brand that is both recognisable and memorable, encouraging loyalty and differentiating the brand in a competitive market by making every journey feel a little more comfortable.
Duracell the Bunny – Duracell Inc.
First introduced in a 1989 advertisement as a parody of a rival’s drumming bunny, the pink bunny quickly became known for outlasting rival batteries. This clever symbolism helped deliver a strong, memorable message in each campaign.
Over time, the brand transformed it into a lively, pink, anthropomorphic rabbit powered by its Duracell battery as an inventive way to link the mascot’s energy to the product’s lasting performance.
As a globally recognised icon, the Duracell Bunny has continually evolved to stay relevant and engaging, consistently representing durability and dependability, while solidifying its place as a trusted symbol of product reliability.
Michelin Man – Michelin Tyres
The Michelin Man, also known as Bibendum, stands as one of the most successful and enduring mascots in marketing history. Created in 1898 from the observation of stacked tires resembling a human figure, this iconic symbol has been instrumental in Michelin’s global success at linking tires with quality and trust.
From its early years of smoking cigars to becoming a more wholesome, comforting figure, this mascot has evolved to fully embody the ‘guardian angel’ image for truck drivers around the world.
Ready To Create Your Own?
To help your brand stand out, connect with customers and build recognition, professional puppet makers can bring your vision to life. The right character can help captivate, generate interest and leave a long-lasting impression.
Liz Johnson is the owner and lead designer of Promotional Props and Costumes, a Nottingham-based company specialising in creating bespoke props and costumes for marketing, advertising, and promotions. With a particular flair for puppetry and walkabout costumes, Liz has been bringing her designs to life since 2000.
Liz studied Theatre Design, Puppetry and Prop Costuming at Nottingham Trent University. After honing her craft at a puppetry company post-graduation, she embarked on her entrepreneurial venture, bringing her unique vision to life.
Today, Promotional Props and Costumes are at the forefront of creating mascot costumes, puppets, and one-off props for stage, television, and the advertising industry. Liz’s expertise extends beyond her business; she shares her knowledge as a sessional lecturer in Costume Design and Making at Nottingham Trent University, inspiring the next generation of creative professionals.
