The outcome of the recent Pop-Tarts and Cheez-It college football bowls - where Pop-Tarts introduced its new mascot as the first "edible" mascot and Cheez-It responded in kind with its mascot noting that it was "non-edible," generating significant social buzz for both brands - made it clear that mascots can still contribute breakthrough moments for brands.
"The explosion of channels in which brands can show up is obviously pretty massive and has been for the last couple of years," said Jesse Unger, head of strategy at Mother in Los Angeles. "When you create a character, it makes it a lot easier for the brand to then show up in a lot more nontraditional spaces."
[
Collection
]
[
|
...
]