The Russian Mascot World Cup is an important aspect of the FIFA World Cup tournament. The mascot is a symbol that represents the tournament and the host country, and plays a significant role in creating a festive and memorable atmosphere. Russia, being the host of the 2018 FIFA World Cup, had its own unique and lovable mascot. The Russian Mascot for the 2018 World Cup was Zabivaka, which translates to "the one who scores" in Russian. Zabivaka is a cute and friendly wolf with a football jersey, representing the strength, agility, and competitive spirit of the Russian national team and football in general. The process of selecting the mascot for the World Cup involves a nationwide competition, where people from different age groups and backgrounds can submit their ideas and drawings.
The Brand Mascots Who Became Internet Celebrities
We told you that Gen Z is more likely to be on TikTok than Millennials , and YPulse’s social and mobile marketing report found that nearly half of 13-20-year-olds are open to seeing advertising on TikTok, while the majority of Gen Z who use social media say they don’t mind ads on social media as long as they’re entertaining. Brands have been tapping everyone from popular celebrities and influencers, to college athletes, their own employees, and even virtual influencers to market products to reach Gen Z users–and now some have turned their mascots into influencers and viral stars on the app.
Of course, brands putting their mascots at the front and center of marketing campaigns isn’t new. But brands making their mascots the face of their TikTok accounts is certainly a trend that’s emerged in the last year. Here are four brands touting their mascots as part of their TikTok marketing strategy:
Duolingo’s Duo the Owl
Thanks to “ unhinged content ,” social listening, and a trusty mascot, Duolingo’s TikTok strategy is helping humanize the brand. Counting 3.3 million followers on TikTok , Duo the Owl is the star of Duolingo’s account, which plays on the trends circulating the app while sassing anyone who forgets their lesson of the day. The language learning platform first joined TikTok in February 2021, but it wasn’t until Duo the Owl came onto the scene in October that the brand’s content took off. Duolingo’s “How did you hear about us survey” experienced a surge in responses from new users saying they discovered the app via TikTok. The brand has partnered with influencers and celebrities including Dua Lipa (people often confuse Duolingo for the pop singer) and Rod Thill to create relevant content that speaks to young consumers. Zaria Parvez, one of the brains behind Duolingo’s TikTok, notes the brand’s ability to lean into “unhinged content,” leverage viral trends, interact with other TikTokers in the comments, and poke fun at Duolingo by recreating memes about the platform has helped the brand entertain its audience. Which is exactly the point of TikTok—users want to be entertained, not marketed to in a way that feels obvious and tryhard-y. YPulse’s Pop Culture Redefined trend research shows 62% of young consumers say brands should comment on viral pop culture events / trends to stay relevant with their generation.
Mucinex’s Mr. Mucus
To promote its new Mucinex Nightshift over-the-counter medicine that debuted last February, Mucinex launched a dance-off competition on TikTok. The brand tapped So You Think Can Dance couple Stephen “tWitch” Boss and Allison Holker, who choreographed the “zombie dance” with the brand’s mascot, Mr. Mucus, to show how the product “combats zombie-like symptoms that come along with a bad cold or flu.” They also encouraged TikTokers to share their own versions of the dance (and had the chance to dance with Mr. Mucus, who appears as a small animated cartoon in the corner of users’ videos) using the #BeatTheZombieFunk hashtag, which has accumulated a whopping 5.9 billion views. While this is the first time the brand has utilized its mascot on TikTok, this isn’t the first time they’ve launched a challenge on the app: In October 2019, Mucinex was the first OTC brand to team up with the app for the #TooSickToBeSickChallenge that garnered over 741 million views. The brand also has been making a play at young consumers in other ways like creating merch and a limited-edition “Sickwear” clothing collection that they debuted on a livestreamed event last fall.
Scrub Daddy
Scrub Daddy is experiencing a second round of internet fame on TikTok. Since its Shark Tank days, Scrub Daddy has garnered considerable fame in the cleaning goods space, and the brand has built an even stronger following with cleaning influencers (yes, that’s a category now) and young consumers in the TikTok era . Scrub Daddy recently reached one million followers on the app and continues to see consistent annual growth: In 2021, the brand experienced 80% revenue growth YoY, and it’s on track to reach $100 million in sales this year. The brand’s TikTok presence is strong (with over one million followers), thanks to a social media team that is able to quickly capitalize on viral trends while putting the Scrub Daddy mascot and giant versions of its smiling sponges at the center of attention. The brand has also built a “cult following” among CleanTok creators: Scrub Daddy works with around 30 influencers who are known for their expert cleaning tips and product recommendations in international markets, including Vanesa Amaro, a housekeeper and TikTok star who has 10 million followers across her English and Spanish language accounts. Since working with international CleanTok influencers, TikTok has lifted international sales from 5% of the company’s revenue to about 10%.
Dr. Squatch’s Sasquatch
Dr. Squatch is a natural soap brand successfully connecting with young men via TikTok. YPulse’s social and mobile marketing data shows that 71% of young social media users don’t mind ads on social media as long as they’re entertaining. TikTok continues to be one of the best platforms for authentically reaching young consumers, and DTC personal care brand Dr. Squatch is capturing the attention (and sales) of young men on the app thanks to its ability to stay ahead of trends and internet culture. The brand’s @DrSquatch channel has nearly 200K followers and the brand’s content features everything from internet memes to pop culture references (like nods to Squid Game ) while playing on “drop culture” by releasing limited edition products like its Irish cream and whiskey soap for St. Patrick’s Day. Some of its most popular content also features the Dr. Squatch mascot participating in challenges, or making silly videos with the Sasquatch twerking or addressing his fan-made nicknames of “ Squatch Zaddy ” and “ Dr. Crotch . ” Dr. Squatch reports around 10-15% of new customers have come from TikTok and has placed in the top 1% of marketers on the social video app according to company data. YPulse’s personal care and beauty research shows that 25% of young men say online / social media advertisements are most likely to influence their decision to buy personal care / beauty products, and Dr. Squatch’s CMO, Josh Friedman, notes “making soap and the shower experience fun and exciting has struck a chord within the TikTok community.”
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Fruit of the Loom’s fruit mascots return to refresh brand’s TikTok strategy
Mascots are clearly back in vogue, particularly those that might summon fond childhood memories for a certain age set. While Fruit of the Loom’s brand characters have factored into commercials dating back to the ‘70s, some of their most memorable appearances came out of the late ‘90s and early aughts, when Gen Z was coming of age and still watching linear TV. Resurrecting the Fruit People — formerly the Fruit of the Loom Guys but now inclusive of women — aligns with a broader resurgence of Y2K nostalgia.
The social media strategy represents another gear shift for the over 170-year-old brand, which is best known for its casual wear and underwear. Fruit of the Loom previously wound down a focus on the quirky, slapstick-prone characters in the 2010s to promote the functional benefits and comfort of its apparel, part of the explosion of athleisure during the period.
Fruit of the Loom has been posting on TikTok since April 2022 and accrued about 17,000 followers on the platform, but the Fruit People aim to develop a more meaningful connection with shoppers. The timing of the refresh also arrives ahead of the holidays, a key sales window for retailers.
“We wanted to create content that would engage current social trends and make the brand a part of that culture,” said Jess Zalaznick, agency GSD&M’s creative director, in a statement. “Utilizing our known assets of Fruit characters, and giving them a home on TikTok, starts a new chapter and adventure for the brand to continue resonating with modern audiences.”
TikTok has risen to be the go-to app for Gen Zers and now attracts some 150 million users in the U.S. That popularity makes standing out difficult for marketers, but some brand pages generate an organic following by posting entertaining content that feels relevant to what’s trending on the fast-moving platform. Language-learning app Duolingo, for example, has become a TikTok star thanks to absurd and humorous videos featuring its green owl mascot, including one where it twerks.
Fruit of the Loom has tried to jump on buzzy TikTok discourse before. TikTokers at one point debated whether the brand’s logo ever featured a cornucopia (it didn’t), an instance of the Mandela Effect, a phenomenon describing collective misremembering. Fruit of the Loom has a TikTok playlist called “Mandela Effect” composed of 45 videos where it leans into the heated back-and-forth.
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Advertising Week’s “Brand Mascots Get Social:” An Inside Look at How Brand Mascots Are Winning Over Social Media Audiences
The hardest working employees in advertising — brand mascots — are increasingly populating your social media feeds in new and nostalgic ways alike. As brand mascots keep winning over audiences with their silly yet relatable and fun TikTok and Instagram content, other marketers are watching and wondering how they can build this kind of brand presence for their own mascots.
Gabe Gordon, co-founder and CEO at Reach Agency, hosted the “Brand Mascots Get Social” panel at The Creative Showcase stage at Advertising Week New York 2023. Gordon interviewed three speakers who manage three massively popular mascots and their social media presences. They are Bryan Waddell, brand marketing manager at Nestlé (Hot Pockets’ Herbie), Ben Mattes, senior vice president, Angry Birds brand strategy at Rovio (Red — Angry Birds), and Kristen Thompson, senior vice president and president, frozen & vegetables at B&G Foods (Green Giant).
Here’s a look at some of the insights Waddell, Mattes, and Thompson shared during their panel.
The process of selecting the mascot for the World Cup involves a nationwide competition, where people from different age groups and backgrounds can submit their ideas and drawings. The mascot is chosen based on its ability to captivate the imagination of supporters and reflect the values and culture of the host country. Zabivaka, designed by student Ekaterina Bocharova, was selected as the official mascot for the 2018 World Cup.
On modernizing the brand mascot and how this supports the brand today.
Thompson: The Green Giant’s always been this kind of mysterious presence. He doesn’t speak, he’s got a sidekick called Sprout. He’s been a partner to mom, or the head of the family, when making dinner and providing delicious vegetables. His role in the brand is the ambassador of the vegetables. He’s in charge of the Valley, he’s the one harvesting the peas, he’s driving dinner solutions. The way you see him show up in content is his presence. Whether it’s his full body or not, you’ll see his giant hand come in and help mom make dinner. Mom is still the hero, but he lends the support and confidence in the kitchen. Inserting him, and his body parts, in creative ways in content have helped break through in these channels. Having the Giant show up in a big way has been a way we insert him into everyday conversation.
Mattes: The Angry Birds games have been downloaded above 5 billion downloads. The brand, and its characters, benefit from high brand recognition. We believe mobile gaming doesn’t really have a mascot, but if it does it is Red. As we seek to reinforce that, we seek to grow his presence. The personality of Red needs to shine through in other opportunities, like movies and TikTok. How do we make Red a personality people want to identify with?
Waddell: We grounded Herbie in the idea of heroism because heroism has a lot of different meanings to different people. The more we can give up with him, the more we can receive. Some of the content you get… you see the engagement and comments around and the realization that this mascot is a Hot Pocket is untapping a lot for us.
The mascot quickly gained popularity among both local and international fans, with its cheerful demeanor and playful nature. Zabivaka appeared in various promotional materials, including posters, videos, and merchandise. It became a symbol that united fans and players alike, creating a sense of unity and excitement for the upcoming tournament. The role of the mascot is not limited to being a symbol; it also plays an essential part in the organization of events and activities around the World Cup. Zabivaka made appearances in numerous host cities, sporting events, and fan zones, interacting with and entertaining fans. The mascot's presence added an extra element of fun and excitement to the overall World Cup experience. Furthermore, the mascot serves as a marketing tool, generating revenue through the sale of merchandise and licensing agreements. Zabivaka merchandise, ranging from plush toys and clothing to collectibles and accessories, became highly sought after and popular among fans. This not only contributes to the economic success of the tournament but also allows fans to own a tangible memory of their World Cup experience. In conclusion, the Russian Mascot World Cup, represented by Zabivaka, played a significant role in capturing the spirit of the tournament and the host country. The mascot's charm and appeal added to the excitement and festivities of the FIFA World Cup, creating lasting memories for fans worldwide..
Reviews for "How Zabivaka Has Captured the Hearts of Soccer Fans Worldwide"
- Emily - 1 star
I found "Russian Mascot World CP" to be extremely disappointing. The characters were uninteresting and the storyline was confusing. The gameplay was repetitive and boring, with no real challenges or objectives. The graphics were also outdated and lacked creativity. Overall, I was not impressed with this game and would not recommend it to anyone looking for a fun and engaging experience.
- John - 2 stars
I gave "Russian Mascot World CP" a try, but I was not impressed. The controls were clunky and unresponsive, making it difficult to navigate through the game. The sound design was also lackluster, with repetitive and annoying background music. The game lacked depth and creativity, feeling like a cheap knockoff of other mascot-themed games. I quickly lost interest and would not recommend this game to anyone looking for an enjoyable gaming experience.
- Sarah - 1 star
I really did not enjoy playing "Russian Mascot World CP". The game lacked any sort of storyline or purpose, and the levels felt repetitive and tedious. The controls were difficult to use and often glitchy, making it frustrating to play. The visuals were also unimpressive, with low-quality graphics that felt outdated. Overall, I was highly disappointed with this game and would not recommend it to others. There are plenty of better options out there.