This creature, who looks like a bit like an escapee from the 1970's TV show, Sigmund and the Sea Monsters, is Hajikeru Jackson.
In Japan, he's the official mascot of Sprite, where the brand has been selling itself on the promise of shigeki (stimulation).
In Japanese, "hajikeru" means "to burst" (or go a little nuts) and Hajikeru Jackson's role is to show up at promotional events and in viral videos where he behaves pretty much like a court jester — performing funny or boneheaded stunts to get people laughing (think along the lines of the US TV show "Jackass, but gentler).
In Japan, where brands frequently try to connect with consumers on the most basic emotional level, ad agencies and design firms are often called on to help develop mascots that can embody a brand's personality.
