Pooches Who Peddle: Dogs as Corporate Mascots

In this podcast episode, we explore the history of dogs as brand ambassadors in corporate America’s marketing campaigns.

Simply seeing an image of a dog can instill feelings of comfort in people, which is why corporations use compassionate canines to boost their company’s perception and peddle their products. Many of the most memorable marketing campaigns of the twentieth century included a dog as a mascot. And, research shows that the use of dogs online and in social media can dramatically increase engagement. They pose for photos, attend live events, and even give “paw-tographs” to adoring fans, but who were the real dogs behind the mascots of corporate advertising fame?

 

Bonafide Bits:

• Donning a diamond-studded tiara and collar, Lady Greyhound led a successful 10-year PR campaign for Greyhound Lines.
• 20,000 paper-mache replicas of RCA’s spokesdog, Nipper, were used as store displays.
• A Basset Hound naturally represented easy-going, casual comfort for Hushpuppy shoes.
• The Bull Terrier who served as the famous Spuds MacKenzie was a female named Honey Tree Evil Eye, or “Evie” for short.

 

Featured Breeds:

Greyhound

Greyhounds are the essence of the dog breeder’s credo “Form follows function.” From the narrow, aerodynamic skull to the shock-absorbing pads of the feet, Greyhounds are perfectly constructed for high-speed pursuit. The lean beauty of the Greyhound “inverted S” shape, created by the deep chest curving gently into a tightly tucked waist, has been an object of fascination for artists, poets, and kings for as long as human beings have called themselves civilized. Greyhounds are the template from which other coursing hounds have been struck. Discover more about Greyhounds at AKC’s Greyhound Breed Biography.

 

Chihuahua

The Chihuahua is a balanced, graceful dog of terrier-like demeanor, weighing no more than six pounds. The rounded “apple” head is a breed hallmark. The erect ears and full, luminous eyes are acutely expressive. Coats come in many colors and patterns and can be long or short. The varieties are identical except for the coat. Chihuahuas possess loyalty, charm, and a big-dog attitude. Even tiny dogs require training, and without it, this clever scamp will rule your household like a little Napoleon. Compact and confident, Chihuahuas are ideal city pets. They are too small for roughhousing with kids, and special care must be taken in cold weather, but Chihuahuas are adaptable as long as they get lots of quality time in their preferred lap. Discover more about Chihuahuas at AKC’s Chihuahua Breed Biography.

 

Boxer

Loyalty, affection, intelligence, work ethic, and good looks: Boxers are the whole doggy package. Bright and alert, sometimes silly, but always courageous, the Boxer has been among America’s most popular dog breeds for a very long time. Discover more about Boxers at AKC’s Boxer Breed Biography.

 

Bull Terrier

Bull Terriers are robust, big-boned terriers who move with a jaunty stride suggesting agility and power. The breed's hallmark is a long, egg-shaped head with erect and pointed ears and small, triangular eyes that glisten with good humor. Coats come in two types: white; and any other color (including an attractive brindle striping), e