Wildly Effective: The Role of Animals in Successful Ad Campaigns

The Use of Animals in Marketing Campaigns

Animals in marketing are nothing new, but their enduring charm never fails to grab our attention. Whether it’s a playful puppy in a TV ad or an animated tiger on cereal boxes, brands have long understood that animals help create emotional connection, memorability and instant recognisability. In this blog post we explore why businesses use animals, the kinds of products most often marketed this way, and some classic and more recent examples of success.

Why Do Animals Work So Well?

Humans are naturally drawn to animals. They evoke emotions—joy, nostalgia, comfort—and provide a gentle way for brands to tell stories without feeling too “salesy.” This emotional pull is invaluable in marketing because it helps ads stick in our minds long after we’ve seen them. A well-chosen animal mascot can become synonymous with a brand itself, giving it personality and memorability.

Another reason animals work well is that they often transcend language and cultural barriers. A smiling meerkat or a plucky penguin can be universally appealing, making it easier for global brands to communicate consistent messaging across different markets.

Products That Tend to Use Animal Mascots

While almost any product can benefit from an animal in its marketing, some categories use them especially often:

• Food and Drink – From cereals to snacks to soft drinks, animals are everywhere here. They make brands feel friendly and fun.
• Pet Products – This one goes without saying—brands selling pet foods, toys and accessories almost always use animals to speak directly to pet lovers.
• Household Goods – Especially cleaning products and laundry detergents that want to communicate power without harshness.
• Insurance and Finance – Walking a fine line between serious services and approachability, these sectors often use animal characters to add warmth to dry topics.

Classic and Older Examples

Some of the strongest examples of animals in marketing come from decades past, becoming part of pop culture along the way.

Tony the Tiger is one of the most iconic figures in breakfast cereal advertising. Created for Kellogg’s Frosties (or Frosted Flakes in the US), Tony’s catchphrase “They’re grrreat!” became instantly recognisable and helped cement the cereal’s identity for generations.

Another favourite is Morris the Cat, the finicky orange tabby who became the face of 9Lives cat food in the 1970s. Unlike most happy-pet mascots, grumpy Morris charmed audiences precisely because he was selective—implying that only the best food would satisfy him (and by extension, your cat).

A more niche yet striking example of animals in marketing can be seen in DOCUMENTS’ Chinese Zodiac Fragrance Collection Extrait De Parfum – ‘Horse’. Rather than using a cartoon mascot, the brand draws on the symbolism of the Chinese zodiac to create emotional depth and cultural storytelling around the product. In Chinese tradition, the horse represents freedom, strength and an untamed spirit — qualities that are translated into the fragrance’s identity and positioning. By anchoring the perfume to the character traits of the zodiac animal, DOCUMENTS elevates the scent beyond a simple luxury item and turns it into a statement of personality and aspiration. It’s a more refined and symbolic use of animals in marketing, showing that the concept isn’t limited to playful mascots but can also communicate heritage, mythology and individuality in premium branding.

A more recent British example is the Compare the Market meerkats—often mistakenly referred to as “compare the meerkat”—who have become some of the most recognisable animals in UK advertising. Launched in 2009, the campaign introduced Aleksandr Orlov and his aristocratic meerkat family as part of a clever pun on “market” and “meerkat”. What began as a humorous TV advert quickly evolved into a long-running, multi-channel campaign complete with merchandise, social media content and even toy giveaways. The meerkats transformed a fairly dull price comparison service into a brand with personality, humour and lasting public appeal, proving just how powerful a well-developed animal character can be.

Memorable Modern Examples

More recently, brands have continued to innovate with animal characters in creative and sometimes unexpected ways.

Animal Crossing, the wildly successful video game franchise, though not a traditional ad campaign, demonstrates how animal characters can sell an entire lifestyle. Nintendo’s use of anthropomorphic animal villagers helped the game become a cultural hit, and the characters have since appeared in various merchandise and cross-promotions.

One of the most enduring and beloved examples of animals in UK advertising is the Andrex puppy. First appearing on television in 1972, the adorable Labrador puppy quickly became synonymous with the brand’s soft toilet paper, charming audiences with its playful antics and innocent appeal. Over the decades, the puppy has remained central to Andrex campaigns, evolving through multiple generations while maintaining the same sense of warmth and friendliness that made it memorable in the first place. Its longevity is a testament to the power of a well-loved animal character, showing how a simple, cute animal can create decades of brand recognition and emotional connection.

A powerful British example of animals in financial marketing is Lloyds Bank’s black horse. First introduced in the 19th century as part of the bank’s heritage, the black horse has evolved into one of the most recognisable symbols in UK banking. In modern advertising, Lloyds brings the horse to life through cinematic campaigns showing it galloping through city streets, countryside landscapes and everyday British scenes, often set to emotive music. The imagery conveys strength, stability and reliability — qualities customers look for in a financial institution. By using the horse as both a historical emblem and a living symbol, Lloyds successfully blends tradition with progress, reinforcing trust while maintaining strong brand distinctiveness.

Beyond Mascots: Animals in Viral and Cause-Driven Marketing

It’s not just mascots. Sometimes it’s real animals in campaigns that go viral. Social media campaigns featuring rescued pets looking for homes, or wildlife footage tied to environmental causes, show how animals can also be used to promote values and social impact. For example, brands partnering with conservation charities have used striking animal imagery to raise awareness for endangered species—work that benefits both the cause and the brand’s reputation.

Wrapping Up

Animals in marketing aren’t just a gimmick — they’re a powerful storytelling device. Whether brought to life as animated characters, real-life symbols or culturally rooted icons, animals help brands communicate emotion, identity and memorability. From classics like Tony the Tiger and Morris the Cat to modern favourites such as the Compare the Market meerkats and DOCUMENTS’ zodiac-inspired Horse fragrance, these animal-led campaigns demonstrate impressive versatility. They can add humour to financial services, warmth to household names, or depth and symbolism to luxury products. Far from going out of style, animals continue to evolve alongside branding trends, proving their lasting appeal in both mass-market and premium spaces.

Summary

Animals have long played a starring role in marketing, helping brands forge emotional connections and boost recall. Frequently used in food, pet products and household categories, animal mascots range from classic characters like Tony the Tiger to modern favourites like Aldi’s Kevin the Carrot. Whether animated or real, animal figures continue to charm audiences and elevate brand stories.