Creative Boom’s article explores the resurgence of brand mascots in modern marketing, featuring insights from Ami Werner, Head of Strategy at Bulletproof. It highlights Bulletproof’s refresh of the Brawny Man and Snuggle Bear, explaining how mascots are evolving for digital and AI-driven contexts while maintaining nostalgic appeal. The piece argues that mascots remain powerful brand assets capable of driving engagement and cultural relevance.
The article explores the decline of brand mascots in contemporary branding, examining why companies are moving toward minimalist and abstract identities. Through insights from designers at Frontify, Studio Lob, and Cherry Bomb, it discusses how mascots can still offer emotional connection and memorability when used thoughtfully. The piece reflects on cultural shifts, digital constraints, and the risks and rewards of character-led branding.
