![]() “By bringing him into this digital world, he can finally react, comment and engage with fans that feel comforted and connected to his story, as well as discover new ones.” ![]() “The Sleepytime Bear has already been the subject of countless memes and fan art,” says Pete Johnson, EVP, Executive Creative Director, Deutsch NY. At, a launch video features the Sleepytime Bear singing “The Wake Up Song” and content featuring the character’s opinion on what he’s missed over the decades, from the 1970s to today. Through content across platforms including TikTok, YouTube, Facebook and Instagram, the mascot will catch up on what he’s missed including popular trends like restocking and reaction videos, exercising at home, reality TV shows, astrology, fantasy sports leagues and TikTok dances. “It’s a clever campaign that not only allows the beloved Sleepytime Bear to interact with fans, but also showcases the variety of existing and new Celestial Seasonings tea products that help make people’s lives a bit better.” ![]() “As more and more young consumers turn to tea, this digital-forward campaign is the perfect way to introduce the growing number of younger consumers to the many benefits of our teas,” comments Melinda Goldstein, Chief Marketing Officer at Hain Celestial. To bring to life a more social mascot, the brand partnered with creative agency Deutsch NY to create a digital-first campaign that shows the Sleepytime Bear what he has missed during his decades-long hibernation. After five decades of hibernation, Celestial Seasonings has awakened its iconic Sleepytime Bear.
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