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.
