As Duolingo retires then resurrects its owl, it’s clear that mascots are serious business, says Charlie Skinner

First Duolingo retired its owl, then it brought it back from the dead. Publicity stunt? Well yes. And arguably quite an effective one. 

What’s for certain, though, is that brand mascots mean serious business. Used for millennia by the military and church, their (relatively recent) deployment by brands has shown what a powerful brand asset they can be. 

From Tony the Tiger to Compare the Market’s famous meerkat, the greatest mascots transcend advertising to become cultural icons. They build brand loyalty that lasts generations. And their success often lies in their ability to evolve with the times.

Great mascots don’t just appear – they’re created and curated 

There’s a reason why some mascots live on while others fade into obscurity. The best are designed to be timeless. 

Consider the Jolly Green Giant, striding into the world as a rather serious, regal figure in 1928. By the 1950s, he’d softened into a warm, friendly giant. Then came the Santa ‘Ho Ho Ho’ era and by the 2000s, he’d gone full CGI. Today, he’s still around, evidence that good design and branding never stand still.

But for every Green Giant, there’s a Joe Camel, the mascot used by RJR for cigarette brand Camel, withdrawn after allegations that he’d been designed to appeal to children.

Brands that misread the cultural moment can find their mascots quickly becoming liabilities. 

The secret sauce: emotion + adaptability

The best mascots work because they bypass logic and focus purely on emotional connection. They make us feel something. Even in finance, insurance and utilities – industries that can feel cold and soulless – mascots can break through.

Take the Churchill Bulldog, a brand shorthand for dependability. Or Compare the Market’s meerkat, who turned price comparison into entertainment and became a celebrity in his own right.