George the Bear gets a glow up as part of Hofmeister brand refresh
The Bavarian pilsner tasked BBH with updating its brand for a new era.
Bartle Bogle Hegarty gives George The Bear a fresh look / Hofmeister
Hofmeister has brought back George the Bear as its brand mascot as it looks to reposition the brand.
Bartle Bogle and Hegarty has been appointed by the brewer to refresh the beer and give it a more sophisticated edge.
To do so, the agency has reintroduced George the Bear from its laddish 80s ads, but put the mascot in stylish clothes and had him front his very own fashion shoot. The ad campaign features black and white pictures of George with the copy: ‘I’m Back. For Classier Beer, Follow the Bear.’
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Its first campaign in years will run across out-of-home, press and social media. Electric Glue handled planning and buying.
The return of George follows a crowdfunding campaign in 2021 that aimed to grow the brand by investing in sales and digital and trade marketing.