Brand mascots are becoming irreverent

Together with

The Future. Brands old and new are bringing back the colorful, anthropomorphic, personality-driven mascots popularized a century ago, but marketing them more towards adults than kids. With nostalgic products ruling the wallets of consumers, the weird exploits of these new mascots may cook up a little entertainment ecosystem in their own right.

Retro vibes, modern jokes
The anthropomorphic brand mascot is making a comeback… but with a little more bite.

In the case of Pop-Tarts, the re-branding makes a ton of sense — 17% more adults have started eating them as snacks since 2019. 

We’re clearly nostalgic for the breakfast of our childhoods.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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