General

Research Says Brand Mascots Really Do Move the Needle

A study finds these characters boost market share

Kool-Aid Man at a parade
In the U.S., the study found that only 4% of ads still used mascots as of 2018.Getty Images
Headshot of Minda Smiley
By Minda Smiley

August 22, 2019

The quirky and sometimes unsettling mascots that have come to define brands like Kool-Aid and Pillsbury are apparently doing something right.

Headshot of Minda Smiley

Minda Smiley

Minda Smiley is deputy Agencies editor at Adweek.

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