The Duolingo Owl, Michelin Man, Tony the Tiger and GEICO Gecko are some of the most recognizable brand mascots today. Once primarily aimed at children, mascots have evolved into cultural icons, resonating with adults as well. This shift reflects a broader trend where consumers embrace mascots not just as marketing tools, but as familiar and engaging elements of their everyday experiences with brands.
Mascots offer a playful and versatile image that can transcend age, culture, or gender, making them an ideal tool for brands that are targeting a broad audience. Meta Summit 2024 data show 55% of Gen Z say content that makes them laugh is the most important. Mascots provide a way to connect with an audience through playful and humorous storytelling, especially on social media.
This is why the dairy checkoff’s Undeniably Dairy social channels capitalized on this effective strategy by introducing a Greek yogurt and cheese mascot.
While the mascots come across as playful and fun, they also share how dairy products can be enjoyed if you’re lactose intolerant.
The success of our initial post last August prompted the Undeniably Dairy team to continue finding ways to bring the mascots into our social content. In January, more content featuring Greek yogurt launched, highlighting the role dairy can have for lactose-intolerant consumers.
Greek yogurt is a smart friend to have for lactose-sensitive stomachs.
Lower-lactose Greek yogurt can help you start your day off right.
Greek yogurt keeps sensitive stomachs partying all night long.
You can count on Greek yogurt to provide comfort when you need it.
We encourage farmers and others across the industry to follow our channels on TikTok, Instagram, Facebook, Pinterest, and YouTube and share our content with your social media audiences.
To learn more about your national or local dairy checkoff, visit dairycheckoff.com or to reach us directly, send an email to TalkToTheCheckoff@dairy.org.
The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.
