Using a brand mascot to celebrate brand USP
By The Or
‘Wildly Irresistible' is a bold new global brand positioning for BEAR Fruit Snacks.
‘Wildly Irresistible’ breaks the norms of standard child-focused healthy snack advertising. While the category either speaks to parents with rational health messaging or children by showing them happily ‘enjoying” snacks, we leant into the world of children’s cartoons and reframed a classic chase sequence, but with all the observational comedy of real life, so that parents could also enjoy.
Teaming up with Emmy Award-Winning Director Anna Mantzaris, we relaunched and redesigned the brand’s mascot, injecting a fully rounded character into it for the first time.
The 30’’ film is The Or’s first major animated feature, supported by OOH, and leaves space for future iterations and advancements of the brand journey.
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