Bundy R. Bear

A series of advertisements featuring the Bundaberg Rum bear, a polar bear known as Bundy R. Bear, was produced by advertising agency Leo Burnett to align the product 'with a larrikin approach to Australian mateship'.[1] The Bundaberg Rum bear first appeared in 1961. It was designed to soften rum's aggressive image and broaden its appeal from the traditional older male drinker to a more sociable audience.[2]

The advertisements have been cited as a favourite among Australia's youth.[3] Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.[4][5]

See also

References

  1. ↑ Macleod, Duncan (19 August 2006). "Bundy Bear - Bundaberg Rum Mascot". The Inspiration Room. Retrieved 12 April 2015. Bundaberg Rum, a product of Queensland, Australia, has a polar bear for a mascot, Bundy R. Bear. Bundy has starred in a number of television advertisements
  2. ↑ McMahon, Brett. "50th Birthday of Bundy R. Bear". bundabergrumshowcase.com.au. Retrieved 12 April 2015.
  3. ↑ Alarcon, Camille (20 December 2004), Young adults are a paradox for marketers, B&T, archived from the original on 31 March 2012
  4. ↑ "Teenage Boys", ABC Radio National, Australian Broadcasting Commission, 3 November 2002, archived from the original on 31 March 2009
  5. ↑ "Bundaberg Rum Marketing Challenged in WA", Grogwatch, Community Alcohol Action Network (CAAN), 12 June 2006, archived from the original on 20 August 2006

External links

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