We woke up a bear. After 50 years.

Sleepytime Bear. So cuddly. So snoozy. So out of touch with younger audiences. To drive awareness with a new generation, we “woke up” our brand mascot from his fifty-year slumber, gave him TikTok and Instagram accounts, and let him adorably flounder as he tried to get up to speed on everything he missed during his five-decade hibernation. He chopped it up with all kinds of influencers, dipped his toe into crypto, and mastered the delicate art of “the meme.”