We've all done it. Why wouldn't you? When you have great tool at your disposal you use it to its greatest advantage. For some people, and businesses, being cute is their sharpest tool. (think Olsen twins)
So what happens when that stops working? You adapt, evolve, or face defeat.
The girl scouts in my opinion are the greatest current and relevant example of how 'cuteness' is used as a sales tool. Do I really need 20 boxes of Thin Mints and another 15 of Tagalongs? Nope, but I can't stand the look on my nieces face when that bottom lip comes out. Remember the stuttering technique that worked to score Adam Sandler a date in Big Daddy? "Pa, pa, pa-please"
Some markets lend really easily into pulling at your heart strings. Coca-Cola's polar bears do it so why shouldn't we?
Others brands pull at other emotions, like guilt or lust. De Beers has been doing it to us for years without us even knowing. The latest has been the Cartier with their movie length commercial of panther roaming a whimsical dream of fashion and elegance to finally show us a watch that we'll remember was theirs. (How many watch ads have you seen where you actually remember the brand of the time piece?)
We all buy on emotions, it's been proven, but what happens when your cute Facebook posts stop yielding interaction? Either you're not cute any more or you've climaxed so mix it up. Evolve, not your brand, but pull on some different strings.
The key to marketing is to be relevant. Consider your audience and if being cute stops working then it's time to travel a different path and find another way to engage.