The world of investing is about to lose one of its most charismatic figures: Warren Buffett. But beyond his legendary investment acumen, Buffett was also Berkshire Hathaway's secret weapon: its ultimate pitchman.
New York —
Buffett wasn't just a master investor; he was a master of connecting with people, and this extended to his role as the face of Berkshire Hathaway. He understood that a company's image is just as important as its financial performance.
Think about the annual Berkshire Hathaway shareholder meeting. It's a pilgrimage for investors seeking financial wisdom and networking opportunities. But it's also a shopping extravaganza, a testament to Buffett's understanding of the power of branding.
The 'Berkshire Bazaar of Bargains' is the heart of this event, a shopping mall showcasing products from the conglomerate's diverse holdings. And the variety is astounding! According to the company, in 2025 there will be enough products to fill 20,000 square feet with 50,000 items for shareholders.
Buffett's love for posing with mascots and products under Berkshire's umbrella is well-documented. You'll find his smiling face, alongside his late right-hand man Charlie Munger, on all sorts of quirky products sold in the bazaar.
With Buffett set to retire as CEO at the end of 2025, let's take a look back at his role as his company's biggest mascot.
Squishmallows: A Plushy Powerhouse
Anyone with kids, or even those who are kids at heart, knows what a Squishmallow is. These egg-shaped plush toys took the toy world by storm and, surprisingly, are part of Berkshire Hathaway's portfolio. This came about through a series of corporate acquisitions, after Berkshire Hathaway acquired Alleghany in 2022, the parent company of Jazwares, the maker of Squishmallows.
Squishmallows made their debut in Omaha in 2023, featuring Warren Buffett and Charlie Munger plushies. These toys were an instant hit, reportedly selling for up to $450 online.
See's Candies: A Sweet Spot
Buffett has a knack for acquiring companies whose products he personally enjoys. See's Candies is a prime example, purchased by Berkshire Hathaway in 1972.
Heinz: From Condiments to Controversy
Buffett has a long history with Heinz. Berkshire Hathaway and 3G Capital first acquired Heinz for $28 billion in 2013, taking the condiment maker private. The two parties orchestrated a massive, though ultimately unsuccessful, merger between Kraft and Heinz in 2015, creating the third-largest food company in North America. This year, they split into two separate publicly-traded businesses.
But here's where it gets controversial... Although Buffett expressed disappointment with the split, Berkshire remains Kraft Heinz's largest shareholder.
And this is the part most people miss: Buffett and Munger are featured on a bottle of Heinz ketchup and Kraft macaroni and cheese.
Food conglomerate Kraft Heinz also owned Jell-O.
Fruit of the Loom: Boxers and Billionaires
In 2001, Berkshire announced it was buying Fruit of the Loom for $835 million in cash. What better way to commemorate that than with Buffett-themed boxers?
Brooks Running: Running with the Best
Not everyone can run Berkshire Hathaway, but you can run with Berkshire-backed Brooks Running shoes, with the founder himself on the soles.
Coca-Cola: A Classic Partnership
Berkshire is Coca-Cola's largest shareholder, owning 9.3% of the beverage giant. These Coca-Cola cans were produced for the Chinese market.
Duracell: Powering the Future
Berkshire announced it would acquire Proctor & Gamble's Duracell in 2014, entering the battery business. This also allowed Berkshire to create a portrait of Buffett made entirely of Duracell batteries.
What do you think? Do you agree that Buffett's charisma played a significant role in Berkshire Hathaway's success? Share your thoughts in the comments below!
