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), either solid or with white markings. A well-made BT is the picture of muscular determination and balance. There are four keys to BT happiness: early socialization with dogs and people; firm but loving training; ample exercise; and lots of quality time with his adored humans. If these requirements are met, there is no more loyal, lovable, and entertaining companion. This is the ultimate “personality breed.” Discover more about Bull Terriers at AKC’s Bull Terrier Breed Biography.

 

Smooth Fox Terrier

Smooths are quite similar to their close relatives, Wire Fox Terriers. Like their crispy-coated cousins, Smooths stand no more than 15.5 inches at the shoulder. The distinguishing physical trait, besides coat type, is the head: A Smooth’s head is more V-shaped than a Wire’s. The dense, flat coat is predominantly white, with black, tan, or black-and-tan markings. These cleverly made hunters are strong and sturdy, but never coarse and clunky. Short-backed and symmetrical, they move with the unwavering grace of a pendulum clock. Discover more about Smooth Fox Terriers at AKC’s Smooth Fox Terrier Breed Biography.

 

Basset Hound

The Basset Hound stands no higher than 14 inches at the shoulder but, with his remarkably heavy bone, powerful little legs, and massive paws, he possesses big-dog strength and stamina. Bassets are famous for a large, domed head that features extremely long, velvety ears, mournful eyes, and a wrinkled brow, which give the breed the look of a sad clown. Built more for endurance than speed, the Basset moves in a deliberate but effortless manner. The breed’s scenting ability is uncanny; it’s said that among dogs only the Bloodhound’s nose is more accurate. Mild and agreeable at home, the Basset is stubborn on the trail and barks in a loud, ringing voice. Although they may not be wildly demonstrative in their affections, they are steadfastly loyal. Discover more about Basset Hounds at AKC’s Basset Hound Breed Biography.

 

Bulldog

You can’t mistake a Bulldog for any other breed. The loose skin of the head, furrowed brow, pushed-in nose, small ears, undershot jaw with hanging chops on either side, and the distinctive rolling gait all practically scream “I’m a Bulldog!” The coat, seen in a variety of colors and patterns, is short, smooth, and glossy. Bulldogs can weigh up to 50 pounds, but that won’t stop them from curling up in your lap or at least trying to. But don’t mistake their easygoing ways for laziness: Bulldogs enjoy brisk walks and need regular moderate exercise, along with a careful diet, to stay trim. Summer afternoons are best spent in an air-conditioned room as a Bulldog’s short snout can cause labored breathing in hot and humid weather. Discover more about Bulldogs at AKC’s Bulldog Breed Biography.

 

Borzoi

Borzoi are large, elegant sighthounds. A mature male stands at least 28 inches at the shoulder and weighs 75 to 105 pounds. Females will be smaller. Beneath the luxurious silky coat, Borzoi construction follows the ancient Greyhound template. Once known as the Russian Wolfhound, Borzoi were bred to be swift and tough enough to pursue and pin their ferocious lupine quarry. In their quiet, catlike way they can be stubborn, and training is best accomplished with patience, consistency, and good humor. Affectionate family dogs, Borzoi are nonetheless a bit too dignified to wholeheartedly enjoy a lot of roughhousing. The sight of a cat or squirrel on the run will quickly stir their instinct to pursue and fenced-in running room is a must. Discover more about Borzois at AKC’s Borzoi Breed Biography.

 

For more information about a specific breed visit the breed’s parent club or AKC.org.

 

Shareables:

• Party animal Spuds Mackenzie was a female Bull Terrier named Honey Tree Evil Eye, or “Evie” for short.
• Even though Lady Greyhound served as the bus company’s spokesdog for 10 years, Greyhound Lines had a no pet policy.
• Gidget the “Taco Bell” Chihuahua also starred in a Geico commercial.