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'. The Bundaberg Rum bear first appeared in 1961 and was created by Sam McMahon the brother of former Australian Prime Minister Billy McMahon. It was designed to soften rum's aggressive image and broaden its appeal from the traditional older male drinker to a more sociable audience.
The advertisements have been cited as a favourite among Australia's youth. Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.
See also
References
- 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
- McMahon, Brett. "50th Birthday of Bundy R. Bear". bundabergrumshowcase.com.au. Retrieved 12 April 2015.
- Alarcon, Camille (20 December 2004), Young adults are a paradox for marketers, B&T, archived from the original on 31 March 2012
- "Teenage Boys", ABC Radio National, Australian Broadcasting Commission, 3 November 2002, archived from the original on 31 March 2009
- "Bundaberg Rum Marketing Challenged in WA", Grogwatch, Community Alcohol Action Network (CAAN), 12 June 2006, archived from the original on 20 August 2006