In today's world, audiences are becoming less responsive to traditional advertising due to banner blindness. They expect bold, impressive content...
05 December, 2024
In our previous article, we explored how mascots benefit brands. In this article, we delve into the origins of some iconic mascots.
A mascot is a character designed to forge a strong emotional bond between potential consumers and a brand. It embodies specific traits and personality, mirroring the product’s core values and philosophy. Modern computer graphics and 3D animation have revolutionized the creation of vibrant and unique mascots, perfectly aligned with target audiences.
In our previous article, we explored how mascots benefit brands, the various types of mascots, and the process behind their creation. In this article, we delve into the origins of some iconic mascots and trace their transformations over time.
Everyone remembers the brave and lovable mouse Mickey, but did you know that Walt Disney’s original mascot was a rabbit? Yes, back in 1927, when the animation studio struggled to succeed, they created Oswald the Lucky Rabbit. Oswald had a round white face, a button nose, and long black floppy ears. At the time, Universal, a market giant, commissioned Walt Disney to produce short animated films featuring Oswald. This collaboration gave the studio newfound confidence. But why was Oswald the Rabbit replaced?
In 1928, during negotiations for a new contract, Universal poached some of Walt Disney’s staff and claimed ownership of the rights to Oswald. As a result, the studio had no choice but to design a new character based on Oswald’s likeness. This led to the creation of Mickey Mouse, who would go on to become one of the most iconic mascots in history.
With Mickey Mouse, Disney produced animated classics like Plane Crazy, The Gallopin’ Gaucho, and Steamboat Willie. Mickey’s character continued to evolve, gaining a voice, color, white gloves, a shorter nose, a pear-shaped body, and a more cheerful personality — shifting from a mischievous troublemaker to a lovable optimist. Over time, Mickey’s popularity soared, leading to toys, comic books, and other merchandise that flew off store shelves and brought the studio even more recognition. This success paved the way for animated stories featuring Minnie, Donald Duck, and Mickey’s other friends. Continuous updates and adaptations to Mickey’s design have kept him relevant and appealing to new generations of viewers.
Nestlé’s Nesquik products are among the most recognizable worldwide. Many children grew up enjoying Nesquik chocolates and bars, often accompanied by stickers and coloring pages featuring the energetic Quicky. These collectables hold nostalgic value for many, evoking fond memories of childhood. How did Nestlé win the trust of millions, and how has Quicky the Bunny evolved over the years?
Nestlé first introduced its mascot in 1973, selecting a rabbit as its talisman. Quicky was chosen because his speed symbolized how quickly cocoa could be prepared. The mascot emphasized the simplicity and ease of making the drink. Advertising campaigns frequently featured the slogan, “It’s so rich, thick, and chocolaty! But you can’t drink it slowly if it’s Quicky!”
One interesting fact is that the Quickie rabbit was not always the color of cocoa. Originally, the strawberry powder colored the milk pink, and with the introduction of the chocolate mixture, the drink became a light brown color, just like Quickie. So Nestle Quik cocoa was renamed Nesquick, and Quick Bunny became Quicky.
The signature style of Quicky the Bunny has evolved over the years. In his original design, he wore no clothing, only a medallion featuring the letter “Q”, which was later replaced with an “N”. In the 2000s, Nestlé designers updated Quicky to better connect with a teenage audience. The mascot started wearing blue jeans, a baseball cap, a yellow t-shirt, a sweater, and sneakers. His outfit varied depending on the storyline of the advertisement.
Quicky enjoys spending time with friends and engaging in various activities. He’s often seen with a soccer ball, skateboard, skis, or sledge. The combination of two archetypes — “The Jester” and “The Caregiver” — helped Quicky resonate with children and teenagers. The mascot skillfully balances fun and care, entertaining the audience with his playful antics while promoting the value of proper nutrition and healthy breakfasts.
Chester the Cheetah, the beloved mascot of Cheetos, gained popularity in 1986. Chester became a standout among other food product mascots, embodying a mix of archetypes: The Explorer, The Hero, The Rebel, and The Charmer. We’re accustomed to seeing Chester constantly on the move — swimming, skateboarding, flying, and even spying. He’s truly elusive in his quest for those calorie-packed cheesy snacks! But was Chester always the face of Cheetos?
Originally, the mascot for cornsticks was a mouse named Cheetos, chosen for the rodent’s love of cheese. The mouse would ride a motorcycle, crunching on cheese puffs so loudly that mountains crumbled and even the moon shattered. By the 1980s, interest in the cheesy rider began to wane, and he was soon replaced by the rebellious cheetah, Chester. Chester embodies a spirit of defiance, ignoring traditional rules and suggesting that sometimes it’s okay to set aside broccoli and spinach for the bold pleasure of a cheesy indulgence.
From carpenter to plumber: how has Mario’s story evolved? Did he always have a name, and has he ever played a villain? So much has happened to the character who became the symbol of Nintendo! Yet some things have remained constant: the blue overalls, red cap and shirt, and white gloves. Why? Given the technology of the time, a bright and colorful character stood out against the pipes in the game, leaving a lasting impression on gamers.
Mario first appeared in the game Donkey Kong in 1981, where he played the role of a carpenter known simply as Jumpman. His mission was to rescue a princess from the clutches of a giant gorilla. All seems well, but Mario does have a darker side: in the sequel Donkey Kong Jr., he furiously captured and imprisoned Donkey Kong. The new protagonist, Donkey Kong’s son, sets out to rescue his father. This blemish on Mario’s biography is something he prefers not to recall.
Jumpman’s popularity grew. He was given the name Mario and a personality to match. His profession shifted from carpenter to plumber — a logical choice, considering he spent most of his time jumping through pipes. One standout feature of the hero became his iconic cap, which Mario never removed. This led some fans to joke that instead of hair, mushrooms grew on the plumber’s head!
Over time, Mario gained a brother, new games were released, and even a movie was produced. Thanks to high game sales, Mario earned a spot in the Guinness Book of World Records. In total, approximately 210 million copies of Mario games were sold, store shelves were filled with Mario merchandise, and fans began celebrating Mario Day on March 10 (as the date “Mar10” resembles “Mario”).
A muscular, magical man who comes to a homemaker’s rescue during house cleaning? Known as Mr. Clean in the U.S. and Canada, Mr. Proper in some European countries, Mastro Lindo in Italy, and Maestro Limpio in Mexico, he’s the same tanned, muscular, bald man with thick white eyebrows and a gold earring in his ear. He emerges from the cleaning product bottle at just the right moment. While there are many adaptations, the core idea remains the same: the character (or the product he represents) is the ultimate cleaning helper.
The mascot, created by Harry Barnhart and Ernest Allen, belongs to Procter & Gamble. The character’s prototype was a sailor from Pensacola who scrubbed decks and spent a long time thinking about the perfect cleaning product — one that would thoroughly remove dirt without harming health. A year after the cleaning product’s debut, Procter & Gamble acquired the rights to it.
Mr. Clean is a highly successful mascot that helps cleaning products stand out among less memorable competitors. Additionally, he effectively conveys the brand’s philosophy and ideals, boosting consumer loyalty and trust. His white T-shirt symbolizes freshness and cleanliness, while the red letters represent confidence, leadership, and strength. Interestingly, when Mr. Clean was first launched, he conveyed the idea that cleaning wasn’t solely a woman’s responsibility. The muscular hero aligned with the feminist perspectives of the era, promoting the notion that men could take part in house cleaning too.
Advancements in CGI and the evolution of artificial intelligence may soon enable mascots to lead almost real lives on social media — they could look lifelike, interact with followers, host live streams, and share reviews. Perhaps little will remain of the traditional spirit of mascots as we know them today.
Looking for the next Mario for a video game or a mascot for an entire product line infused with the energy of Quiky or Chester? The Acquisition.mobi team is ready to bring your ideas to life. Reach out to us at info@acquisition.mobi for a consultation on creating your very own mascot.
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