Meet the New Brand Ambassadors: Why Mascots Are Making a Digital Comeback

When forecasting this year’s marketing trends, mascots didn’t exactly make the short list. Amid the noise of generative AI, algorithmic content strategy, and the ever-accelerating pace of digital innovation, the idea of a brand character, something nostalgic, even quaint, felt like a relic of another era.

And yet, there’s no denying the momentum. In 2025 alone, we’ve seen the rise (and faux demise) of Duolingo’s Duo, the debut of Hotels.com’s BellBoy, and the evolution of The Brawny Man into something more culturally attuned. These aren’t isolated stunts, they’re signals.

What once read as kitsch now feels surprisingly relevant. In an age defined by abstraction and automation, mascots are offering something warmer, weirder, and far more human. So what’s changed? And what does it say about where branding, and attention, is headed?

What Is a Mascot?

A mascot is a branded character: human, animal, or entirely fictional, that represents a company or product and embodies its personality. Think of them as living logos with backstories and voices, often used to create emotional connections with consumers. Mascots can appear in ads, social media, packaging, and increasingly, across digital platforms like TikTok and YouTube. Unlike traditional spokespeople, mascots are evergreen, endlessly adaptable, and not bound by real-world constraints (or scandals). They’re marketing tools, yes, but the good ones become cultural icons.

Human, Anthropomorphic, or Something In Between?

When we think of mascots, the usual suspects come to mind: GEICO’s optimistic Gecko, the huggable Michelin Man, Ronald McDonald’s clownish cheer. These are textbook anthropomorphs, non-human figures with human traits, designed to disarm and delight. But today’s mascot landscape is far more diverse.

Human mascots are on the rise, especially in sectors like insurance, retail, and home services. These characters often feel more relatable, playing into personal connection and everyday familiarity. Consider Allstate’s Mayhem, who embodies the unpredictable chaos of life with a wink. Or the Kohl’s “Kohl’s Mom” persona, relatable, a little chaotic, and deeply endearing. These mascots give brands a face that feels less fabricated and more like someone you’d actually trust.

Anthropomorphic mascots, by contrast, offer brands an alter ego. They’re not limited by realism or demographics, allowing for more playful, exaggerated storytelling. Duolingo’s Duo isn’t just a bird, he’s a petty, passive-aggressive accountability buddy who’s become a meme more times than once. These mascots tap into absurdism and internet culture, thriving in a landscape that rewards quirk over convention.

Then there are mascots that straddle the line, human, but just heightened enough to become iconic. The Brawny Man isn’t just a lumberjack; he’s a stoic symbol of reliability and strength, carefully stylized to project timeless masculinity. He’s aspirational, yet approachable. This in-between space allows brands to craft nuanced identities without being boxed into a single tone or style.

Why Do Mascots Work?

Humanize

Mascots give shape to a brand’s voice and values. They distill complex offerings into approachable personalities, helping consumers feel like they’re engaging with someone, not something. In an age when audiences crave connection and authenticity, a well-crafted mascot can become the emotional bridge.

Narrative Consistency

Unlike celebrity spokespeople or one-off campaigns, mascots offer long-term storytelling potential. They evolve with the brand, grow their own arcs, and provide continuity across channels. Whether they’re reacting to pop culture or starring in their own web series, mascots help build a universe around the brand.

Stand Out

Let’s be honest—most content blurs together. A distinct mascot breaks through the scroll. Especially on social media, where personality reigns supreme, a mascot can become the face of a brand’s meme strategy, community management, or even customer support.

Invite Participation

Mascots open the door to fan art, cosplay, duets, and other forms of user-generated content. By giving audiences something to play with, brands foster deeper engagement and build fandoms rather than just followings.

Age Well (If Managed Right)

While trends come and go, a flexible mascot can grow with culture. The key is reinvention. Just look at The Brawny Man’s recent refresh, same spirit, modern look. Or Duo’s evolution from earnest owl to digital gremlin. When done well, a mascot isn’t a time capsule; it’s a time traveler.

Are Mascots the Key to Increased Brand Engagement?

Yes, and no.

Mascots can supercharge engagement, but they’re not a universal solution. For brands with limited budgets, the cost of developing and maintaining a mascot, especially across multiple platforms, might outweigh the potential return. And not every brand voice lends itself to a character-driven approach. For some, authenticity might look like a founder-led video series, or content driven by real customers.

But for brands that thrive on storytelling, community, and humor, a mascot can be transformative. Especially in a digital environment oversaturated with sameness, the right character can make your brand not just recognizable, but memorable.

Our Thoughts

In 2025, mascots aren’t just relics from cereal boxes, they’re culture-savvy, hyper-adaptable brand assets that speak directly to today’s fragmented attention spans. Whether human, animated, or somewhere in the uncanny valley, mascots are reminding us that even in an age of automation, personality still sells.

So, should every brand create one? Not necessarily. But should every brand consider what a mascot might unlock? Absolutely.

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

Contact Us