If you tuned into the most recent episode of the Pop Culture Retrospective Podcast, then you likely remember that Jason Lady and I talked about some of our favorite food and beverage mascots of all time. One theme became apparent as we were recording the episode - some of the notable mascots share some similar characteristics. First and foremost, the mascot is often an anthropomorphic character. This means that either an object of some sort or an animal is given human-like characteristics to make it more appealing. I came across an article on Mashed.com that I think summarizes these characteristics quite well: “Whether it's the suave Chester Cheetah (Cheetos), the jovial Lucky the Leprechaun (Lucky Charms), or the dapper Mr. Peanut (Planters), fictional figures are often directly associated with food and beverage brands. Many of these beloved mascots have certain attributes in common — and certainly not by coincidence. According to The Takeout, consumers across generations are drawn to anthropomorphism — the connection of human characteristics and behaviors to objects or other non-human beings such as animals (via Psychology Today). In fact, a 2013 Psychology and marketing study revealed that the subjects reacted more favorably to images of animals with humanlike physical qualities than to images of animals with no anthropomorphic features at all. This theory might explain why the quirky M&M's mascots have faces, limbs, and unique personalities. After all, M&M's are one of the best-selling Halloween candies in the nation, according to CandyStore.com.” You can find this excerpt and the full article here.
In addition, some of the most memorable food and beverage mascots have hands covered in gloves, wear some sort of footwear (often sneakers), and they typically wear sunglasses. All of these accessories add to the "humanizing," if you will, of these characters. I created this infographic to highlight some of these characteristics and what they accomplish when utilized:
Here are some examples of notable food and beverage mascots that have utilized this criteria:
Mr. Peanut from Planters Peanuts.
Chester Cheetah from Cheetos.
No conversation about food mascots is complete without mentioning the California Raisins! Which food and beverage mascot is your favorite? Let me know in the comments below!
If you want to learn more about some of the most beloved food and beverage mascots, check out the latest episode of the Pop Culture Retrospective Podcast, here.
