Brand mascots are making a comeback on social media

03/26/2012 | Advertising Age (tiered subscription model)

Brands are resurrecting old mascots and creating new characters for their social media marketing efforts. Kraft Foods recently created Peanut Butter Doug, a stunt double for Mr. Peanut, for a digital campaign; Scotts Miracle-Gro has a Scottish mascot named "Scott"; and Mars had "Ms. Brown," an animated M&M character, join Facebook fans for a live video chat. "I think the Web is going to [bring] a heyday for creating new characters and stories," says Carol Phillips, president of Brand Amplitude.

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