Starbucks Mermaid Tops Most Memorable Mascot List

Speaking of brand mascots, guess which one is the most memorable, based on a recent survey by Crestline of 1,630 consumers?

It’s the Starbucks’ mermaid, which more than 95% of the survey identified correctly as being associated with the coffee retailing giant.

It makes sense that a brand as ubiquitous as Starbucks would be No. 1, right? It has more than 14,000 retail outlets, including 240 in Manhattan, where I live. She’s kind of hard to miss.

According to the survey, three out of the top five most memorable mascots are linked to big retail brands — the other two being KFC’s Colonel (No. 2)  and McDonald’s Ronald (No. 5)  The GIECO Gecko was No. 3 and the M&Ms “spokescandies” were No. 4. All of the top five mascots were correctly associated with their brands by more than 90% of the survey.

The five least memorable, per the survey, were Coco The Monkey (Coco Pops cereal), the Duracell Bunny (not to be confused with the Energizer Bunny, which ranked in the top 20), Sugar Bear (Golden Crisp cereal), the tuna brand Chicken of the Sea Mermaid, and Erin from Essurance.



There’s a lot more to the survey, with information available here. The most likable mascot is the Pillsbury Doughboy, and let’s face it, who doesn’t like that roly-poly little fellow?

One mascot was judged most creepy and annoying and least persuasive, likable and trustworthy. Can you guess which one?


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