Ad Age-Harris Poll shows 79% of Americans enjoy seeing brands use mascots
Respondents were asked which other retired brand mascots, if any, would they be interested in seeing return. Many people mentioned mascots that are still being used, perhaps suggesting that brands should consider making the appearance of characters more prominent in their marketing. The most popular response was Frosted Flakes’ Tony the Tiger.
Other mascots still in use and mentioned by multiple respondents as ones they’d like to see return included Green Giant’s Jolly Green Giant, Kool-Aid’s Kool-Aid man, the Lucky Charms leprechaun and the Pillsbury Doughboy.
“Some incredible buzz”
Whether or not they know the Noid, plenty of people know Domino’s. The leading pizza chain’s first-quarter U.S. same-store sales rose 13.4%, marking the 40th consecutive quarter of growth in sales at longstanding locations.
The decision to bring back the Noid had to be considered while weighing the risk that it could bring attention to a 1989 incident in which a man with the last name Noid took two Domino’s employees hostage. The story drew headlines then, but that was before the constant news cycle of social media—and according to the poll, most people don’t remember it today. Just 14% of respondents, including 27% of millennials, said they were aware of that backstory. The man, Kenneth Lamar Noid, died by suicide in 1995.
In the aftermath of that incident, Domino’s had cut back on featuring the Noid, though the character did resurface from time to time before its major return this week.