Before Taking Your Brand Mascot Overseas

Before Taking Your Brand Mascot Overseas

London MascotAre brand mascots a big part of your company’s marketing efforts? Companies such as GEICO, McDonald’s, and Michelin are inseparable from their mascots — the GEICO Gecko, Ronald McDonald, and the Michelin Man — respectively. Though your mascot may be a big hit domestically, ask yourself these three essential questions, before you include it in your next international marketing campaign:

1. Is It Culturally Relevant?

The primary purpose of a mascot is to represent your brand in a way that will evoke positive feelings in consumers. However, if your mascot doesn’t have any cultural relevance in the market you are trying to reach, consumers could be confused. For example, mascots Wenlock and Mandeville for the 2012 Summer Olympics were supposed to represent shards of metal on the London Olympic structure that magically gained sentience through the power of a rainbow. However, because living pieces of metal have no cultural relevance to international audiences, many were confused by these brand mascots. The Guardian even went as far as to say that these mascots were the “worst ever.”

2. Could It Be Offensive?

Because a mascot is the literal “face” of your brand, making a cultural faux pas could turn consumers against you. When the French and Latin American McDonald’s mascot “Happy” was brought to the United States in 2014, many found images of the character donning Native American clothing to be racist, according to The Daily Dot. The character has not been scrapped in the U.S. market, but its use has been scaled back.

3. How Does It Advance My Brand’s Values?

When French computing company Groupe Bull Worldwide Information Systems expanded to the United States and then shortened its name to Bull Whiz, U.S. consumers were understandably turned off. Though there is nothing inherently offensive about this mascot, the name and character combination didn’t exactly inspire confidence. The mascot didn’t reach the broad audience it could have if proper localization research had been done. Inc. refers to this mascot error as one of the biggest brand blunders of all time.

Image source: Flickr


About Amanda Kondolojy

Amanda Kondolojy is a full time freelance writer with a passion for language and technology. She loves to travel and enjoys trading pins with locals, wherever she goes!


Translation Cost Calculator

The Translation Cost Category Most...

The case for content localization is always easier to make when translation costs are kept low. So for Sasha, VP...
Continue reading

Case Study: How Canary Keeps...

A long-term contract, a lawn sign, and a lack of customer support. For many years, these were the three inevitable...
Continue reading

Translation Quality or Translation Speed?...

All marketing gigs are not created equal. “We’re essentially creating a new language,” explains Toni Vicars, Marketing Director EMEA of...
Continue reading

3 Markets Where App Localization...

One year spent building a business case and securing a budget. Several months spent confirming requirements and recruiting talent. Countless...
Continue reading