From Taco Bell to Target: 8 Brands That Struck Gold with Dog Mascots
In the world of advertising, dogs are more than just cute mascots—they’re powerful symbols of loyalty, joy, and companionship. Some brands have made canines an integral part of their identity, from product packaging to iconic commercials. Let’s take a closer look at companies that have embraced dogs as part of their branding, starting with one of the most recognizable examples.
1. Walkers Shortbread and the Scottish Terrier
Walkers Shortbread, a quintessentially Scottish brand, has been synonymous with quality baked goods for over a century. At the heart of their branding is the iconic Scottish Terrier, a small dog that’s as charming as the buttery cookies themselves. This little black dog graces tins, boxes, and promotional materials, becoming a beloved symbol for the brand.
The Scottish Terrier, often called a “Scottie,” is a breed known for its bold personality and distinctive appearance. With its wiry coat, pointed ears, and dignified demeanor, the Scottie embodies both strength and charm. Its roots trace back to Scotland, making it a fitting mascot for a brand that prides itself on its Scottish heritage. Walkers’ choice to feature the Scottie not only celebrates the breed but also reinforces the brand’s commitment to tradition and quality.
The Scottie’s presence on Walkers packaging often comes with a sense of nostalgia, evoking warm memories of family gatherings and holiday traditions. The breed’s loyal and dependable nature mirrors the consistency and quality of Walkers’ shortbread, creating a perfect synergy between product and mascot.
2. Bush’s Best and Duke the Golden Retriever
Bush’s Best, the popular canned bean brand, owes part of its charm to Duke, the golden retriever who stars in their advertisements. Duke, the talking dog with a knack for trying to sell the family recipe, has become a household name, bringing humor and warmth to the brand.
Golden Retrievers are known for their friendly, intelligent, and loyal nature. These traits make Duke the perfect ambassador for Bush’s Best, a company that prides itself on family values and wholesome products. The ads often feature Duke and his human companion, Jay Bush, navigating comedic situations that revolve around Duke’s antics.
Duke’s inclusion in the brand’s marketing creates an emotional connection with consumers. The lovable retriever symbolizes trust and reliability, qualities that resonate with families who choose Bush’s beans for their meals. Over the years, Duke has become more than a mascot—he’s a beloved character that fans associate with the brand’s down-to-earth personality.
3. Target and Bullseye the Bull Terrier
Few mascots are as instantly recognizable as Bullseye, the white bull terrier with a distinctive red bullseye painted around one eye. Bullseye represents Target, the retail giant known for its affordable and stylish products. Whether appearing in commercials, store openings, or promotional events, Bullseye exudes charisma and charm.
The bull terrier breed, with its strong build and playful disposition, aligns with Target’s brand identity: bold, approachable, and fun. Bullseye’s design is simple yet striking, making it easy for consumers to associate the dog with the brand. This visual consistency strengthens Target’s marketing campaigns and reinforces brand recognition.
Bullseye also symbolizes Target’s commitment to inclusivity and community engagement. The mascot frequently appears in charitable campaigns and special events, emphasizing the brand’s dedication to giving back. By featuring Bullseye, Target has successfully blended marketing with heartwarming moments that resonate with a broad audience. Learn more about Target and its Bull Terrier mascot
4. Budweiser and the Clydesdale Puppies
While Budweiser is famous for its majestic Clydesdale horses, their commercials featuring adorable puppies have stolen the hearts of millions. In particular, the Labrador Retriever puppies featured in their Super Bowl ads have become a symbol of loyalty and friendship.
Labrador Retrievers are one of the most popular dog breeds in the United States, known for their friendly temperament and intelligence. These qualities make them ideal for storytelling in Budweiser’s emotionally charged ads. Whether portraying a puppy’s journey to find its way home or its bond with a Clydesdale, these commercials evoke powerful feelings of connection and warmth.
Budweiser’s use of puppies reinforces their brand’s message of togetherness and tradition. The commercials often focus on themes of loyalty and protection, values that align with the brand’s identity. The puppies serve as a bridge between the product and the consumer, creating memorable moments that leave a lasting impression.
5. Taco Bell and The Chihuahua (“Yo quiero Taco Bell” campaign)
Cesar, a premium dog food brand, features the West Highland White Terrier, or “Westie,” on its packaging and in its advertisements. This small, white-coated dog has become the face of the brand, representing the refined taste and quality that Cesar promises.
Westies are known for their cheerful personalities and elegant appearance. Their bright white coat and expressive eyes make them instantly recognizable, adding a touch of sophistication to Cesar’s branding. The Westie’s association with the brand reinforces the idea of pampering pets with high-quality meals.
Cesar’s choice of a Westie also appeals to dog owners who view their pets as family members deserving of the best care. The brand’s marketing often highlights the special bond between dogs and their owners, positioning Cesar as a trusted partner in nurturing that relationship.
6. Subaru and the Barkley Family
Subaru has taken a unique approach to advertising by featuring the Barkley family, a group of golden retrievers and labradors, in their commercials. These ads showcase the dogs engaging in everyday activities, such as driving, going through car washes, or dropping their kids off at school, all from a canine perspective.
Golden Retrievers and Labrador Retrievers are breeds known for their adaptability, intelligence, and friendly nature. Subaru’s choice of these breeds reflects their target audience: families who value adventure, safety, and reliability. The commercials are humorous and relatable, capturing the joys and challenges of family life.
By featuring the Barkley family, Subaru emphasizes their commitment to pet-friendly vehicles. The ads often highlight features like spacious interiors and safety measures, appealing to dog owners who want the best for their furry companions. This innovative approach to advertising has endeared Subaru to pet lovers and strengthened their brand identity.
7. Old Navy and the Canine Models
Old Navy’s advertising campaigns have long featured dogs, from dalmatians to chihuahuas, as part of their quirky and fun branding. These canine models often appear alongside human actors, showcasing the brand’s playful and inclusive spirit.
The breeds chosen for Old Navy’s ads vary, but they always reflect a sense of humor and style. Whether it’s a small dog dressed in seasonal outfits or a larger breed stealing the show with its antics, these mascots capture the brand’s lighthearted approach to fashion.
Dogs in Old Navy ads serve as a reminder of the joy and spontaneity that pets bring to our lives. They also create a family-friendly image for the brand, appealing to shoppers of all ages. The inclusion of dogs in their campaigns reinforces Old Navy’s mission to make fashion fun and accessible.
8. Bud Light – Spuds MacKenzie (Bull Terrier)
The Original Party Animal Spuds MacKenzie was a famous canine character widely featured in Bud Light ad campaigns in 1987 and 1988. Spuds MacKenzie was portrayed as a fun-loving, Hawaiian shirt and sunglasses-wearing dog whose life revolved around parties, Bud Light beer, and beautiful women!
Spuds MacKenzie was an instant hit following his debut in a Bud Light advertising campaign for Super Bowl XXI in 1987. Soon you could buy Spuds MacKenzie shirts and other branded trinkets, and Spuds began appearing in pop culture references, and even the news. Believe it or not, this lovable character created a swirl of controversy, and Bud Light retired Spuds in 1989. Learn more about Spuds
From nostalgic Scotties on shortbread tins to adventurous retrievers in car commercials, dogs have an undeniable impact on advertising. They bring personality and relatability to brands, creating emotional connections that transcend products. Whether they’re evoking laughter, loyalty, or love, these canine mascots remind us why dogs truly are a brand’s best friend.