Move over, golden arches


For a generation that grew up with a hamburger-pushing clown or cookie-baking elves, it’s clear that product mascots are changing. A new survey of 1,630 U.S. consumers by Crestline Custom Promotional Products found that Ronald McDonald had dropped to fifth in terms of most-recognized product mascots. Topping the list: Starbucks’ green mermaid was identified by 95.6 percent of consumers. The Keebler Elves were only recognized by 37.5 percent of members of Generation Z, compared with 95.2 percent of baby boomers. Mr. Mucus from Mucinex is the most-hated, while the Brawny mascot is deemed sexier than Mr. Clean.
Then again, plaid and stubble are making a comeback.


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