Several varieties of tea from Celestial Seasonings, that is. In the “I Woke Up Like This” video series, the Sleepytime Bear gets caught up on all of today’s biggest trends like learning TikTok dances, riding a stationary bike to stay fit, and giving you the tea. Whatever else the Sleepytime Beat doesn’t remember, he will catch up on through content posted across social media platforms like TikTok, YouTube, Facebook, and Instagram. He (vaguely) remembers the Y2K scare in the ‘90s and is grateful for cups of Energy Green Tea that keep him awake. Most of his ‘80s knowledge is rooted in John Hughes high school movies and Miami Vice binge watches. Scroll through the decades on the site and watch the Sleepytime Bear recall the last fifty years. The digital-first campaign also includes a website: Sleepytime Bear Woke Up. With this campaign, we’re focusing on Sleepytime Bear’s discovery of the modern world, while making it fun for people to rediscover internet culture through his eyes.” “I Woke Up Like This” “By bringing him into this digital world, he can finally react, comment, and engage with the 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 fanart,” says Pete Johnson, EVP, Executive Creative Director, Deutsch NY. Everyone has a computer in their pocket! Do you pronounce “GIF” with a “g” sound or “j” sound? And these phones we’re carrying? They’re not even connected to the wall!Īh well, the Sleepytime Bear is ready to start catching up. At first, he admits he’s a little confused to be here circa 2021. (We love it when a brand mascot has the range to speak on both topics!)Ī post shared by Celestial Seasonings out wide-eyed Sleepytime Bear in his introductory wake-up call video. He can comment on anything from probiotics to the existential realities of the postmodern human condition. It also gives the Sleepytime Bear a cutting, observational wit. This allows it to stay true to the home-spun, user-generated design fans have been using to make the bear come to life. The campaign uses a low-fi, mixed media approach. Celestial Seasonings partnered with creative agency Deutsch NY for this digital-first campaign and bringing to life a more social mascot. After all, the world has changed quite a bit since he fell asleep. Waking up the Sleepytime Bear after five decades of hibernation isn’t easy. Tim Collins, General Manager and VP of Marketing at Celestial Seasonings, describes the character as a “timeless symbol of peace, calm, nostalgia, and a little self-care.” Since then, the Sleepytime Bear has had his stories beautifully built on Celestial Seasonings packaging with whimsical, nostalgic images for every mood and moment. The original drawing of the Sleepytime Bear was first illustrated by Beth Underwood, sister of one of the co-founders John Hay, in 1973. Now, the Sleepytime Bear is waking up to a whole new digital world! Join the Sleepytime Bear in a new digital campaign from Celestial Seasonings called “What the Bear Missed.” “What the Bear Missed”Įstablished in 1972, Sleepytime is one of two flagship brands from Celestial Seasonings. 50 years ago, tea icon Sleepytime Bear drank a cup of Celestial Seasonings Sleepytime Tea and fell into a deep sleep.
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