7 Mascots Born in the 70s

Can you judge an era of pop culture by its corporate iconography? The 1950s threw a lotta sprites and fairies and elves at us, then in the 60s we started to see more burly anthropomorphic animals. The 70s were a weird mix of these plus a secret third thing that created some groovy cardboard psychedelia, complete with catchy jingles and colorful characters - in costume and cartoon form. Some of these are still around today while some didn't live to see the 1980s, but they're all in my ever-expanding Mascot Hall of Fame.

- Paul

Grimace

McDonald's

It's probably common knowledge now, but when this shapeless purple blob made his debut in the early 70s it was as a villain - similar to the Hamburglar, though Grimace's vice was milkshakes (and he had an extra set of arms to satisfy his greed). I love a good bad guy but I'm glad I was only ever exposed to friendly Grimace. 

David Naughton

Dr. Pepper

Granted, the song was the real star of this campaign - it was released as a single and the slogan "I'm a Pepper" began appearing on licensed clothing. The ads and branding spilled into the 80s (they even got Michael Jackson to do a version) but pre-Werewolf David Naughton will forever be recognized as the first Pepper. 

The Cheetos Mouse

Cheetos

I love Chester Cheetah - one, because sunglasses, and two, because of his unblemished track record of failure. But for the duration of the 70s, Cheetos championed The Cheetos Mouse who could do no wrong - he was as suave as Chester but his success rate was immaculate (considering he was already equipped with his own supply of Cheetos).

The Gumfighter

Hubba Bubba

Bubblicious was the bubblegum of the 1970s. Then in '79 there was a new gum in town and the spokesperson to announce it was The Gumfighter, a cowboy who predictably wielded Hubba Bubba bubblegum and would oust his enemies by blowing the bigger bubble. 

Alpha-Bits Wizard

Alpha-Bits

This character was better known for his animated incarnation in the early 90s as a soft, approachable cartoon. But he made his first appearance in the 70s as this overzealous live action mentally incompetent derelict who made Witchiepoo seem subtle. God I miss this cereal. 

Yipes

Fruit Stripe Gum

The obvious choice of the zebra used to be part of the Stripe Family Animals, which also included an elephant, a tiger, and a mouse. I have to assume it didn't take four animals to sell one gum, I don't care how many colors it offered. So the other three were let go and, again, the obvious zebra was given a name and took the lead. 

Cool Blue

Pabst Blue Ribbon

This one has become needlessly confusing as of recent; Pabst's mustachioed mascot appeared on all kindsa merchandise throughout the 70s so it's easy to assume he was a product of the time -- and assumption is all I have because his history is being kept from us as part of a more current advertising stunt.

In 2023, Baseball Hall-of-Famer Wade Boggs assertively (though playfully) claimed that Pabst Brewing Co. stole his likeness for Cool Blue. (For context, Boggs turned pro in 1982.) PBR laughed off the allegation while at the same time organized the website BoggsisBlue.com to raise awareness for his case. Needless to say sales have gone up - thanks to Cool Blue.