Comment on Hi-Chew’s new mascot, Chewbie, is a puffy, lovable lesson in branding

Hi-Chew’s new mascot, Chewbie, is a puffy, lovable lesson in branding

Mascots are making a comeback. Hi-Chew’s Chewbie exemplifies why. Almost 70 years after it was first created, the Japanese candy brand Hi-Chew just introduced a new mascot—and it’s just as chewy-looking and lovable as the real, sweet-tooth-curing thing.Chewbie is a genderless, blob-like creature that looks like something akin to a much cuter Michelin Man.

 

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