The Disappearance of Brand Mascots: Where Did All the Weird Go?

There was a time when brand mascots weren’t just marketing fluff—they were cultural icons. Odd, expressive, full of attitude or innocence, depending on the brand’s mood board. They had arcs, catchphrases, and origin stories. And for a while, they worked harder than most CMOs. But somewhere between the rise of minimalism and the fear of being cringe, mascots disappeared. Now we’re asking: what if we brought them back?

Let’s rewind.

Osito Bimbo – Warmth in Every Slice

Since the 1940s, Osito Bimbo wasn’t just selling bread. He was selling comfort. His soft smile, baker’s hat, and impossibly white fur turned Bimbo into a household name across Latin America. He stood for trust, consistency, and the nostalgia of homemade lunches. The branding was coherent, emotional, and wildly effective. It worked because it wasn’t just a logo—it was a feeling.

The Noid – Weird Works

Domino’s gave us a goblin-like villain whose sole purpose was to ruin your pizza. Strange? Yes. Memorable? Absolutely. The Noid brought energy and narrative to a product that didn’t have much built-in storytelling. Domino’s leaned all the way into weird, and people loved it. He turned fast food into entertainment—something that today’s “aesthetic-first” brands rarely manage.

Chester Cheetah – Personality Sells

Chester Cheetah wasn’t just a cool cat—he was a marketing masterclass. He didn’t talk about ingredients or health benefits. He oozed confidence, mischief, and that “don’t take life too seriously” vibe. He helped Cheetos carve a distinct identity in a crowded snack market. His presence made the brand feel alive.

So what would it mean to bring mascots back now?

In a landscape full of clean grids, lowercase logos, and curated influencer partnerships, mascots would be a welcome disruption. They offer something most branding today lacks: storytelling. Personality. Surprise. Imagine a digital-first version of these characters—owning TikTok, starring in branded series, popping up in the metaverse. If done right, mascots could become a brand’s most powerful asset again.

Our take? We love mascots. We love brands that embrace weird, go off-script, and stand behind a world they’ve built. Because branding isn’t just what your packaging looks like—it’s what it feels like to meet you in any space, physical or digital. And honestly? We’re ready to meet some characters again.

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