14 Brand Mascots That Got Quietly Retired
Mascots play a big role in shaping how we remember certain brands. Over time, some of these once-beloved characters have been phased out, often without a formal goodbye.
- Tricia Quitales
- 5 min read
Brand mascots often become iconic figures, connecting products with audiences through charm, humor, or nostalgia. However, as marketing trends shift and public expectations evolve, some mascots are quietly removed from the spotlight. Whether due to changing cultural standards or a complete rebranding, these once-familiar characters simply faded away. Here are 14 brand mascots that were gradually retired without much public attention.
1. The Noid – Domino’s Pizza
Will Vinton Studios, Domino’s Pizza on Wikimedia
The Noid was a mischievous cartoon villain used by Domino’s Pizza in the 1980s. He represented all the things that could go wrong with pizza delivery. While popular for a time, a real-life incident involving the name led Domino’s to pull the character. The company quietly removed him from ads in the early 1990s. He made a brief return decades later but never regained his original fame.
2. Fido Dido – 7UP
TayoKid on Wikimedia
Fido Dido was a laid-back, doodle-style mascot for 7UP during the 1990s. His cool attitude and simple design appealed to a younger, trendier audience. As branding strategies shifted, 7UP moved toward a more straightforward, product-focused image. Fido slowly disappeared from packaging and commercials. Today, he’s mostly remembered by those who grew up during his short run.
3. Joe Camel – Camel Cigarettes
AiArtista on pixabay
Joe Camel was a cartoon camel used to promote Camel Cigarettes starting in the late 1980s. He was designed to appeal to adults but faced criticism for allegedly targeting underage audiences. After increasing public and legal pressure, the character was retired in 1997. The brand transitioned to less controversial marketing. Joe Camel has not returned to advertising since.
4. The Taco Bell Chihuahua
wkn on Pexels
The Taco Bell Chihuahua, known for saying “Yo quiero Taco Bell,” became a late-1990s sensation. The dog appeared in multiple ads and even had merchandise. Over time, the campaign lost popularity, and some groups raised cultural sensitivity concerns. Taco Bell quietly ended the campaign in the early 2000s. The chihuahua was never formally retired but has not returned.
5. The Hamburglar – McDonald’s
玄史生 on Wikimedia
The Hamburglar was a staple of the McDonaldland universe, often trying to steal hamburgers with a grin. He appeared in commercials alongside Ronald McDonald and Grimace. In later years, McDonald’s moved away from cartoon mascots toward more modern branding. Hamburglar was briefly reimagined as a live-action character but faded again. He hasn’t had a major role in campaigns for years.
6. Mr. Peanut (Original Version) – Planters
United States Department of Agriculture on Wikimedia
Mr. Peanut has represented Planters for over a century, wearing his signature top hat and monocle. In 2020, Planters launched a dramatic ad campaign where the character “died” and was replaced with Baby Nut. Although the campaign was brief, it symbolized a shift away from the traditional mascot. The original Mr. Peanut quietly returned in a new form but never fully regained his old persona. Many fans felt the change was unnecessary.
7. Sprout – Green Giant
Paul C. Hedberg, photograph byJonathunder on Wikimedia
Sprout was the youthful sidekick to the Green Giant in frozen vegetable ads. He was cheerful and helped promote healthy eating to families. Over time, the brand decided to focus solely on the Green Giant himself. Sprout gradually disappeared from commercials and packaging. His quiet exit was never formally addressed by the company.
8. Speedy – Alka-Seltzer
Der Benutzer Salud bei logotk.com on Wikimedia
Speedy was a tiny character with a tablet hat and a catchy jingle for Alka-Seltzer. He first appeared in the 1950s and quickly became recognizable. Eventually, new marketing strategies favored more product-focused messaging. Speedy faded from television screens without fanfare. He made a few nostalgic returns but never regained a permanent spot.
9. Chester Cheetah (Reduced Presence) – Cheetos
Erik Mclean on Pexels
Chester Cheetah was once central to Cheetos’ identity, known for his cool attitude and clever one-liners. In recent years, his presence in advertising has decreased significantly. While not completely retired, he has taken a backseat in favor of product visuals and viral campaigns. Cheetos now focuses more on flavor innovation than mascot-driven ads. Chester still exists but is rarely featured.
10. Punchy – Hawaiian Punch
Hawaiian Punch on Wikimedia
Punchy, the energetic mascot for Hawaiian Punch, was famous for his catchphrase, “Hey, how about a nice Hawaiian Punch?” He would often deliver a literal punch in the commercials, which became a signature gag. Changing sensibilities about violence in advertising led the brand to pull him. His image slowly disappeared from packaging and TV. The brand has since opted for more generic fruit-themed marketing.
11. Geoffrey the Giraffe – Toys “R” Us
Toys “R” Us on Wikimedia
Geoffrey the Giraffe symbolized the magic of toy shopping at Toys “R” Us. For decades, he appeared in commercials and in-store displays. When the company filed for bankruptcy and closed stores, Geoffrey quietly vanished. He briefly resurfaced in attempts to revive the brand. Despite his emotional connection to customers, he no longer holds a central role.
12. The Quiznos Spongmonkeys
Quiznos on Wikimedia
The Spongmonkeys were bizarre, bug-eyed creatures featured in Quiznos commercials in the early 2000s. Their offbeat style grabbed attention but left many viewers confused or turned off. Despite their initial viral success, the campaign quickly lost momentum. Quiznos retired the characters after backlash. They remain one of the more peculiar entries in fast food advertising history.
13. Mac Tonight – McDonald’s
ProTheGoodGuy on Wikimedia
Mac Tonight was a moon-faced, sunglass-wearing jazz character created to promote McDonald’s dinner hours. He became popular in the late 1980s and featured in a series of musical ads. Over time, the character was phased out with little explanation. He resurfaced briefly but was never fully brought back. Mac Tonight remains a nostalgic figure for those who remember his short run.
14. Bud Man – Budweiser
5snake5 on Wikimedia
Bud Man was a superhero-themed mascot promoting Budweiser beer during the 1970s and 80s. He was designed to appeal to fans of comic books and quirky humor. As marketing became more focused on lifestyle branding, Bud Man slowly disappeared. Budweiser shifted toward sleek, modern campaigns without cartoon mascots. Bud Man’s quiet exit marked the end of an unusual era in beer advertising.