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

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