Mascots are most commonly associated with children’s brands and sports (perhaps not simultaneously in the case of the X-rated mascots of the Paris 2024 Olympics), but the recent rebranding of Nathan’s Famous shows that brand mascots are as relevant as ever.
The refreshed identity of restaurant chain Smithfield Foods, known for its hot dog eating contests, brings Frankie the Hot Dog to life as a brave New Yorker with new illustrations and animations.
The redesign of Nathan’s Famous, brought to life by adam&eveDDB New York, emphasizes the hot dog chain’s New York origins with the slogan “100% beef, 100% New York.” Frankie, featured on the original Coney Island restaurant’s sign, now has more of a spotlight – and more character. And a talking hot dog also appears in a series of ads focused on summer grilling season.
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“We wanted Nathan’s Famous’s new look to live up to its iconic status,” says Mitch Horton, head of design at adam&eveDDB New York. “Graphic, bold typography. A classic color palette inspired by New York history, but modernized. Stickers that highlight the brand’s benefits. It’s a cleanly designed collage of elements, just like you see on the streets of New York City. And of course, there’s our illustrated hot dog mascot – Frankie. He’s been with the brand for a while, but we redesigned him for today.”
“For us, there was no better voice than the hot dog itself,” adds Jason Ashlock, Executive Creative Director at adam&eveDDB New York. “We just had to figure out how to make him speak with a New York accent. It was so much fun creating this character – cheeky and lovable at the same time. A real bite of New York.”
Many of the most successful brand mascots have nostalgic value, and Frankie is no exception. But he’s been reinvented for the social media age with a stronger, more identifiable character. Remember, we’re in an era where McDonald’s had a viral hit with the revival of Grimace. We’ve even seen brands use their mascots to respond to current events. The gray Wendy’s logo divided opinion but got people talking.
Not all brand mascots deserve a revival. In fact, some have stuck around for far too long. Incredibly, it took until 2002 for Robinsons to finally retire Jam Golly, and Uncle Ben wasn’t rebranded until 2020. But Frankie shows that when a mascot works, is relevant to the brand, and has real character – even a backstory – it can be a powerful and versatile brand equity element, and not just for kids.
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Using a brand mascot has several benefits when done right. Gecko from insurance company Geico and the meerkat Aleksandr from Comparethemarket.com show how brand mascots can make dry industries more fun and accessible. And good brand character designs can be less dangerous than real celebrities, who always carry the risk of potential scandal or controversy. Frankie might also stir up controversy with his witty New York manner, but that’s entirely intentional.
For more branding news, read about Tropicana’s risky rebranding and the controversy surrounding the Red Bull logo on Leeds United’s kit.
