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Doggy Paddle — Mascot Series

Turned a can mascot into a character + built a scalable episodic content engine

Brief:

Create a repeatable social series by bringing the brand’s mascot to life.

Objectives:

  • Build an ownable character that drives recall
  • Create a repeatable format for weekly content
  • Turn brand humor into a scalable series

What Marmalaide did:

Marmalaide’s CCO, Eric, identified the mascot opportunity and developed a character concept: the dog and his can of bourbon as a relatable escape from life’s chaos. We wrote a series bible, established personality and visual style, and produced episodes designed for ongoing drops.

Deliverables:

  • Episodic shorts
  • Character style guide + tone notes
  • Hook variants + captions per episode

Outcomes:

  • Created a scalable “series format” for always-on content
  • ↑ Brand recall via recurring character storytelling
  • Reduced creative fatigue with episodic structure

I’ve been impressed with Marmalaide’s work in AI, and it’s been helpful for our company’s growth. CCO, Eric Rich’s experience as a film producer is a key differentiator and why their work
stands out from the rest.

Raj Narula

Founder & CEO of Sevaro

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