Paws, Personality, and Persuasion:
How Animals Give Brands a Soul
How Animals Give Brands a Soul
Some of the most iconic campaigns in history, from the Geico Gecko’s witty charm to Budweiser’s Clydesdales pulling at our heartstrings, include the image or even real animals in order to connect with viewers/customers. For very long, animals have been the stars of some of the most prestigious brands around the globe. Why? That's where we will be diving into this interesting (and fun) subject!
If there is something that is true is that animals have a way of making us laugh, cry, and most importantly, connect and remember.
If there is something that is true is that animals have a way of making us laugh, cry, and most importantly, connect and remember.
However, I can't help to feel that there’s something deeper happening here, perhaps in the human brain. This is something us marketers and psychologists alike understand: animals do bypass logic and go straight to feelings and emotions. Humans tend to instinctively associate animals with loyalty, innocence, humor, danger and even courage.
For example, a Budweiser ad shows a puppy sprinting home and it really touches the viewers hearts. Coca Cola uses the popular polar bear “sharing a Coke” to help the viewer feel warmth and nostalgia. Of Duo Lingo’s owl turning learning a new language into entertainment.
Well, some might ask: Why does this strategy work so well? I believe that the answer is easy (mostly if you already appreciate the company of animals). Animals are emotional blank canvases. They carry no politics, no cultural bias, no personal scandals. Instead, we tend to project humanity onto them: love, kindness, playfulness, trust. Just like a regular individual might do this, brands also use this said projection to build personality and connection. Unlike celebrity spokespeople, animals don’t just endorse a brand. They become the brand.
For example, a Budweiser ad shows a puppy sprinting home and it really touches the viewers hearts. Coca Cola uses the popular polar bear “sharing a Coke” to help the viewer feel warmth and nostalgia. Of Duo Lingo’s owl turning learning a new language into entertainment.
Well, some might ask: Why does this strategy work so well? I believe that the answer is easy (mostly if you already appreciate the company of animals). Animals are emotional blank canvases. They carry no politics, no cultural bias, no personal scandals. Instead, we tend to project humanity onto them: love, kindness, playfulness, trust. Just like a regular individual might do this, brands also use this said projection to build personality and connection. Unlike celebrity spokespeople, animals don’t just endorse a brand. They become the brand.
Some of the most memorable examples include:
Subaru’s “Dog Tested. Dog Approved.” — Where dogs became the relatable “family” behind the wheel.
Subaru “Dog Tested. Dog Approved.” Campaign Visual
Coca-Cola’s Polar Bears — sharing everything from Christmas cheer to environmental messages through the “Arctic Home” initiative.
Coca-Cola Polar Bears “Arctic Home” Campaign Visual
Budweiser’s Clydesdales & puppies — bringing friendship and loyalty to life in “Puppy Love” and “Lost Dog.
Budweiser “Puppy Love” & “Lost Dog” Campaign Visual
Target’s Bullseye the terrier — the playful mascot who embodies the brand without ever speaking a word.
But what is it about animals that makes brands feel more human, more relatable… even more alive?
To help my train of thought, I reached out to five professionals across marketing, strategy, and branding to share why they believe animals remain one of the most powerful storytelling tools in advertising.
Expert Perspectives
“Animals are natural storytellers because they tap into emotions that words alone can’t reach. They bring warmth, authenticity, and relatability to a brand, making it feel more human. In my work with pet businesses and as a professional pet care provider, I’ve seen how people light up when a brand uses an animal mascot or narrative. It’s an instant connection that builds trust, loyalty, and a sense of shared values.”
Ashley Lee
Owner of Pawsitive Results Marketing LLC
Ashley Lee
Owner of Pawsitive Results Marketing LLC
“Animals offer brands a shortcut to empathy. Whether it’s a loyal dog, a clever gecko, or a majestic horse, they evoke emotion without explanation. In industries where trust is earned, not assumed, animals help brands feel more human, relatable, consistent, and emotionally grounded. Most people remember their first pet, and there is an emotional connection built between the consumer and the brand.”
Jerail Fennell
Founder & Managing Director of Noted
Founder & Managing Director of Noted
“When trying to connect with audiences, emotions play a crucial role. Animals evoke powerful feelings such as joy, trust, and warmth, enabling marketers to go beyond plain messaging. By integrating animals into storytelling, brands create memorable narratives that transcend the act of selling a product and instead foster long-lasting emotional connections with audiences.”
Ligia Trejo
Doctor of Business Administration
“Pets are of the purest beings similar to babies. Their love is unconditional and they don’t deceive you. They are effective at communicating trust and loyalty through their actions. That is why they are effective communicators when using animals for branding.”
Brandon Celis
Hospital Operations Manager at PETCO
Brandon Celis
Hospital Operations Manager at PETCO
“For me, animals are a universal language. There are different types and species for every human being. Even though they can be mischievous and curious, underneath there’s always a joyful and loyal personality that makes us feel emotionally connected to them.
Animals bring back a sense of simplicity, authenticity, and relatability in a world where there’s so much emotional disconnection. When brands turn animals into mascots, instead of just selling products, they can create an emotional bond between the audience and the brand they choose.”
Nancy Chang
Nancy Chang
Strategist in Content, Digital & Social Media
Bringing It All Together
As you can read, across various industry professionals, all with different perspectives, one thing is clear: animals transcend marketing. They speak to something deeper: emotion, trust, relatability, and it's done in ways that logos and slogans simply cannot.
As someone passionate about branding strategy (and animals), I see this as more than a creative tactic. Not only I appreciate the potential influence of people appreciating more animals resulting in more attention to the well-being and importance of their presence. It’s also a psychological bridge between commerce and customer connection. Pet brands like PETCO, and even lifestyle brands like Subaru, often feature real animals to convey authenticity and companionship. Meanwhile, lifestyle brands like Geico or Duolingo use humor and personality, turning animals into brand characters with distinct voices and quirks. Different strategies, same outcome: humanization = connection.
As someone passionate about branding strategy (and animals), I see this as more than a creative tactic. Not only I appreciate the potential influence of people appreciating more animals resulting in more attention to the well-being and importance of their presence. It’s also a psychological bridge between commerce and customer connection. Pet brands like PETCO, and even lifestyle brands like Subaru, often feature real animals to convey authenticity and companionship. Meanwhile, lifestyle brands like Geico or Duolingo use humor and personality, turning animals into brand characters with distinct voices and quirks. Different strategies, same outcome: humanization = connection.
And here’s the truth that we modern marketers can’t ignore:
“ When brands borrow the warmth of an animal, they borrow something human.
They stop selling and start feeling and that’s what audiences never forget.”
In a marketplace dominated by data, digital noise and now AI, it is emotion that will break through. Animals give brands more than just a voice. They give them a soul.