If there’s one thing we love here at Adweek, it’s brand mascots, from the most notable to the obscure. For over a hundred years brands have been creating mascots to help market their products to consumers. This Women’s History Month, we’re taking a look back at some of the most iconic and enduring brand mascots who are women.
Some of the first brand mascots were women and were even based on real people, like Sun-Maid’s Lorraine Collett. Many mascots evolve over time, some more significantly than others (I’m looking at you, Miss Chiquita). Despite the updates to their looks and logos, brand mascots are an indelible part of a brand’s identity. Can you think about Morton Salt and not imagine the Morton Salt Girl? Or how about picking up a bag of M&Ms without seeing the iconic spokescandies on the bag? Some mascots, like Progressive’s Flo, can even save brands from the brink of anonymity.