(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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