Why Brand Mascots Are the Ultimate Culture Hack
Progressive’s Dr. Rick made history as the first brand mascot on Hot Ones, showing how mascots can help brands break through in non-traditional formats.
Last month, something big happened in the world of brand mascots. Dr. Rick, Progressive Insurance's fictional therapist specializing in "parentamorphosis," became the first brand mascot to appear on Hot Ones.
Yes, the same Hot Ones where A-listers like Ryan Reynolds sweat over chicken wings doused in hot sauce. Dr. Rick leaned into his typical deadpan humor and therapist shtick, and ended up diagnosing host Sean Evans with “dad energy”, in need of a therapist like himself.
And honestly? I really enjoyed it. How many brands can say they created a piece of content that genuinely entertained and kept viewers hooked for over five minutes? That’s rare.
In this edition, I’m diving into why brands with strong, well-defined characters are in a prime position to thrive in today’s media landscape. They allow brands to jump into cultural moments quicker, engage in non-traditional formats more naturally, and connect with audiences in ways that traditional ads simply can’t.
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The Media Landscape Has Shifted To Non-Traditional Formats
Look no further than the 2024 election to see how the media landscape has shifted. Traditional outlets like cable news and New York Times interviews are taking a backseat. Kamala Harris appeared on Call Her Daddy, while Donald Trump made the rounds on podcasts like Joe Rogan and This Past Weekend with Theo Von. These choices aren’t random. They reflect a broader cultural shift.
Audiences are tuning out from polished, overly curated formats (whether politics or advertising) and gravitating toward real, raw, and unfiltered conversations hosted by personalities they trust. For brands, breaking into these spaces is tough. The traditional sponsorship banner feels increasingly out of place in environments that value authenticity and informality.
In this era of content, brands with mascots hold a huge advantage. Why? Because mascots are versatile creative devices that can seamlessly participate in these unconventional spaces, where corporate messaging often falls flat. A CEO (except maybe Zuck, whose recent rebrand deserves its own case study) can’t eat wings on Hot Ones without it feeling contrived, but Dr. Rick can, and does, while staying perfectly on-brand.
How Brand Mascots Are Winning the Culture Conversation
The insurance industry has truly mastered the art of the brand mascot, turning these characters into cultural icons that go beyond just ads. Take Jake from State Farm.
What started as a quirky call-center employee has transformed into a full-fledged celebrity. Jake’s appearances at events like TwitchCon, Philadelphia Eagles games, and NBA All-Star Weekend have helped State Farm quickly and affordably tap into cultural moments. Whenever you spot Jake at one of these events, it’s instantly clear. State Farm is in the building.
But it’s not just insurance brands capitalizing on mascots. Call of Duty recently saw huge success with The Replacer, a character who seamlessly infiltrated culture to hype the release of Black Ops 6. He’s been everywhere, from guesting on Shannon Sharpe’s Club Shay Shay podcast to hanging out at the Barstool Sports office (and even standing in for Dave Portnoy on a special One Bite Pizza segment).
And let’s not forget Duolingo’s mascot, Duo, stealing the show opening night of Charli XCX’s Brat tour. Videos of the owl flock went viral, with Charli herself giving Duo a shoutout from the stage. This type of cross-platform engagement is priceless.
The Data Backs It Up
Brand mascots aren’t just charming, they’re effective. Ads featuring mascots are 37% more likely to grow market share and 30% more likely to increase profitability compared to those without them. They also drive ad recall up by as much as 25%, outperform celebrity endorsements in Super Bowl ads, and enhance viewer engagement.
Consider the longevity of Progressive's Flo or the Geico Gecko. These mascots aren’t just selling products. They’re building brand associations that stick with audiences over decades.
Why Brand Mascots Have the Edge
Versatility: Mascots are characters first and salespeople second. This lets them integrate easily into pop culture, from SNL skits to TikTok trends. A mascot can chime in on trending topics, or, as we just saw, sweat their way through a hot wing challenge, all without seeming out of place.
Authenticity: Unlike a celebrity who may not truly love the product they endorse, a mascot’s loyalty is baked into their existence.
Narrative Depth: Mascots come with stories and personalities that audiences love. Dr. Rick isn't just a guy in an ad. He's a satirical embodiment of every homeowner’s fear of becoming their parents.
Final Thoughts
Progressive’s Dr. Rick on Hot Ones is a blueprint for how brands can use mascots to break into culture. It’s about more than just visibility, it’s about resonance. In a world where attention spans are short and audiences are skeptical, mascots can be the bridge that makes a brand feel human, funny, and (maybe even) kinda cool.
So, what’s the takeaway? It’s not for every brand, and mascots won’t work if every brand has one. But for those that can pull it off, building equity around a mascot is a powerful way to future-proof both your marketing and your strategy for connecting with culture.
Until next time, keep thinking outside the banner ad. ✌️