List of European advertising characters


This is a list of notable mascots and characters created specifically for advertising purposes, listed alphabetically by the product they represent.

The list

CompanyCharacterYears usedNotes
Birds EyeCaptain Birdseye1967–present
British American TobaccoBruno 1958-1972Used in Germany to advertise for the cigarette brand HB. The choleric little man that literally blew up in the air when in anger and was cooled down when smoking a HB cigarette, is considered one of the most popular mascots in German advertising history.
CadburyCadbury Caramel Bunny1980s
Carrefour PolandKerfuś2022–present
ChurchillChurchill1996–presentVoiced by Bob Mortimer and partners Vic Reeves in adverts.
Cillit BangBarry Scott2007–2016Has been replaced by a mechanic dancing to a remix of "she's a maniac" from Flashdance.
comparethemarket.comAleksandr OrlovJanuary 2009–presentVoiced by Simon Greenall
Confused.comCara Confused2010–2013
Confused.comBrian the Robot2013–2016
Deutsche TelekomRobert T-Online1999-2003Portrayed by Matthias Kostya, similar in appearance to the character Max Headroom
Direct Linethe Direct Line phone with wheels1985–presentin 2009 the Direct Line phone with wheels was given a voice by Stephen Fry and got an accomplice in the form of the Direct Line mouse with wheels, voiced by Paul Merton
Dr. OetkerFrau Renate1954-1960sPortrayed by Hannelore Cremer
Ergo LebensversicherungHerr Kaiser1972–2009Portrayed by Günter Geiermann, Franz Michael Schwarzmann and Nick Wilder ; Used as the queen's disguise in the comedy film 7 Dwarves – Men Alone in the Wood ; Has a cameo in a 2017 Check24 commercial
FerreroMr. Bon2011–presentUsed in Germany to advertise for the product Kinder Schoko-Bons
FerreroNocci2023–presentName derived from the Italian word for hazelnut, "nocciola"
FerreroOle2020–presentUsed in Germany to advertise for the product Kinder Pingui
Gocompare.comGio Compario2009–present
HariboGoldbear1960–present
IgloKäpt'n Iglo1985–presentGerman mascot of the brand
Little Chef'Fat Charlie'1958–present
Lombard Directthe Lombard Direct phone1995–present
MichelinBibendum 1898–present
MilkaMilka cow1971–present
MilkybarMilky Bar kid1961–1998, 2000–presentthe Milky Bar Kid is now computer generated and not an actual child
Mr. OGKrispy Kreme-
Nederlandse Zuivel OrganisatieFrau Antje1961–presentPortrayed by Kitty Janssen, Emilie Bouwman, Ellen Soeters, Saskia Valencia, Mendy Smits, Floor Schothorst, Nyncke Bergman and Annemarijn Kool )
Nescafé Gold BlendThe Gold Blend couple1987–1996an episodic romance revolving around coffee, which spawned a 1993 novelization. Also used in Taster's Choice ad campaigns in the United States.
Orange PolskaSerce and Rozum2010–presentThe characters were originally developed for Telekomunikacja Polska, which in 2012, become Orange Polska. Characters had appeared for the last time in television commercial in 2017, however they are still used by the company on its social media.
Oxothe Oxo family1983–1999
118 118the 118 118 men2003–presentthe 118 118 men became the 118 118 team in 2006 and was themed as an A team parody
Sheilas' WheelsThe Sheilas2007–presentPlayed by Emma Robbins, Carly Romain and Cathi Ogden. The trio would later become a pop group after the commercials took off and continued to perform in this capacity during their live appearances
TaytoMr. Tayto1954–PresentIrish crisp company
Tesco Stores LtdTommy Tesco and Flynn the Frog2011–PresentTommy is voiced by Stephen Mulhern
Tetleythe Tetley Tea Folk1973–2001, 2010–present
WalkersDez, "The Number One Spice Girls Fan!"2019Forsakes himself for refusing to share his Walkers Crisp with the Spice Girls after winning a chance to tour with the act; his Mum shames him by leaving with the girls