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

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.

Minda Smiley
@Minda_Smiley minda.smiley@adweek.com Minda Smiley is deputy Agencies editor at Adweek.
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