Today, social media is giving marketers a whole new playground to test and nurture mascots. “I think the web is going to [bring] a heyday for creating new characters and stories,” Ms. Phillips said.

It’s on the way there. Consider Kraft Foods, which recently gave us a character who lives almost entirely online. His name is Peanut Butter Doug, introduced to plug Kraft’s new Planters Peanut Butter. Doug serves as the stunt double for the 96-year-old Mr. Peanut — also part of the mascot resurgence, thanks to a 2010 refresh, when he got an earthier look and a voice for the first time, supplied by Robert Downey Jr.

That’s part of the beauty of launching a character in the social-media era. With a limited investment, Kraft can monitor how well Doug is playing in front of Planters’ most engaged fans, said Scott Marcus, senior brand manager for Planters. “It’s the perfect audience to get a sense of “Is this thing working?'” (Planters’ agency is Being, part of TBWA.)

Of course, mascot marketing is not always foolproof, or everlasting. Consider Burger King, which a few years ago revived its King mascot as a mime-like figure with an oversize head who eerily appeared in unexpected places. Though initially lauded by some, the creepy King apparently wore thin and was recently ditched, along with agency CP&B. The fast-feeder’s new shop, McGarryBowen, has returned to more product-focused messaging.

Other reinventions have gone more smoothly. For instance, last year Diageo recreated Captain Morgan in an ad campaign from Anomaly set in the 1600s and inspired by real-life privateer Captain Henry Morgan. The effort marked the character’s first TV appearance and drew praise from unlikely quarters, such as a beer conference where MillerCoors CEO Tom Long called it an example of breakthrough booze marketing.

And the Captain was among the first to come aboard when Facebook rolled out brand timelines recently, marking yet another mascot milestone.

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