Sweet talkin’ Sugar bear

The brief

Our task was to bring back Sugar Bear to an entirely new audience. But how do you reintroduce an iconic retro mascot to a bunch of college kids and get them to start eating the cereal again?

The Solution

To get to college kids, you need to think like a college kid. So we cut Sugar Bear’s head off, put it on a plaque and made him talk.

We built hundreds of Twitter-powered Sweet Talkin’ Sugar Bear Bot trophy plaques to give away to college students during the campaign. On social, we used the greatest minds in history to promote the campaign. We then launched a nation-wide campus tour to bring the cereal and Sugar Bear to college campuses.

Agency: Noise Digital
Creative Director: Brian Krenzer