You may not recognize the laughing mascot of Bear Manufacturing, but your parents probably would. He’s become a little obscure in recent years, but he had quite a history.

Character Study is an ongoing series featuring background trivia on the classic advertising characters from the private collection of MLT Creative

A few days ago, in the lead-up to Social Media Day, our friends at Savvy B2B Marketing posted some valuable lessons they’ve learned about social media along the way. Now, with Social Media Day upon us, a few of us here at MLT Creative thought we’d do the same thing. Here are some select insights, ruminations and realizations we’ve had about social media over the past year:

If you’ve ever had a bottle of Johnnie Walker scotch, you’ve noticed two things: 1) You’re drunk, and 2) The label features a portrait of a dapper Edwardian gentleman in mid-strut. He’s known as the Striding Man, and was created in 1908 by renowned English cartoonist Tom Browne. Browne modeled the now-iconic character’s appearance after the brand's founder, grocer John Walker, but also took some artistic license by transforming the mild-mannered shopkeeper into a monocle-toting member of high society.

But McDonalds changed everything in 1986 by expanding its hours of operation, and at the forefront of its marketing push was a lunar lounge-lizard named Mac Tonight. Looking dapper (and, let’s be honest, a little disturbing) in a suit and sunglasses, this moon-faced mascot – played by chameleon-like actor Doug Jones, of “Hellboy” and “Pan’s Labyrinth” fame – crooned a promotional tune based on Bobby Darin’s “Mack the Knife.”

Character Study is an ongoing series featuring background trivia on the classic advertising characters from the private collection of MLT Creative.

Probably one of the more violent characters we’ve covered here, this Hawaiian Punch mascot has been pulling his cruel switcheroo on unsuspecting victims ever since his creation by cartoonist Joe Malerba in 1962.

The scenario usually goes something like this:

Punchy: “How about a nice Hawaiian Punch?”
Innocent Thirsty Guy: “Sure!”
Punchy: *DEVASTATING UPPERCUT FOR NO REASON*
Innocent Thirsty Guy: *Needs medical attention and will never trust strangers again*

But despite being kind of a jerk, not to mention having questionable taste in headwear (unless those are… antlers?), Punchy quickly became an iconic '60s and '70s ad character, helping a drink that was originally conceived as an ice cream topping (it’s true!) grow into a classic kid-friendly beverage brand with 14 fruity flavors and counting.

And while Punchy’s not above throwing a stray right cross at an undeserving face now and then, these days he’s a kinder, gentler soul who’s more or less retired his pugilistic ways. He still hasn’t given up on that hat, though.

Cracker Jack's inherent portability made it a perfect stadium snack, and soon it became synonymous with a certain national pastime - especially during the seventh-inning stretch.

Did you know he has a name? It's Bib. He started out as Bibendum, and in his first incarnation he looked more like a mummy with a monacle than a husky stack of tires. (In 1894, the Michelin brothers primarily sold bicycle tires — hence the thinner-looking rings.) In those days — and this is something Michelin would probably like to forget — he was a cheerful, wine-guzzling fellow who had a way with women and was known as... The Road Drunkard. (Yes, really.)

Much as Marilyn Monroe was once Norma Jean Mortenson, and Cary Grant began life as Archibald Leach, famed ad character Speedy Alka Seltzer was born under a much less memorable moniker.