Alpen hops on the mascot trend

Continuing 2025’s mascot frenzy, Alpen has released an ad featuring a furry brand ambassador, albeit in a slightly meta manner.

Alpen, the muesli brand your mum probably favours, has unveiled a new advertising campaign featuring an Alpen-loving mascot. Developed by Mother, the campaign introduces a character who, after 30 years in the "cereal mascot game" now enjoys a simple life savoring bowls of Alpen muesli in his alpine lodge.

The Henson-esque character is intended to position Alpen as a joyful and mature breakfast choice, reflecting the brand's recent packaging and identity redesign by BrandOpus.

The updated design includes a refreshed wordmark, colour palette, and illustration style, aligning with Alpen's commitment to providing a delicious and wholesome start to the day.

The campaign is part of Alpen's ongoing efforts to engage consumers with relatable and enjoyable content, reinforcing the brand's presence in the competitive breakfast cereal market.

Our take

Although 2025 has seen a slew of mascot-heavy campaigns, on reflection, they’ve all carried a touch of irony, a dose of parody, or a knowingly shameless bit of fan service/nostalgia.

Alpen’s new mascot is very ‘2025’ then: a meta take on the generic brand mascot who lapses into his whacky habits as he promotes a product he truly endorses.

Alpen then has its muesli and eats it. They get all the kitsch appeal of having an over-the-top mascot while maintaining its core brand value as the sensible choice of morning nutrition.

Credits

Brand: Alpen
Creative Agency: Mother
Creative: Mother
Strategy: Mother
Production Co: Mindseye
Director: Eros V
Exec Producers: Debbie Ninnis / Max Yeoman / Hughie Phillips
Producer: Tex Travi Local Service Co: TwoPointO
Edit House: Stitch Editor: Flaura Atkinson Producer: Maggie McDermott
Post House: Black Kite
VFX Artist: Jonathan Box
DMP Artist: Lino Khay
Exec Producer: Tamara Mennell
Sound House: No8
Sound Engineer: Sam Robson
Producer: Karen Noden