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Celestial Seasonings’ Sleepytime Bear Awakens in New Digital Campaign

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Deutsch New York partners with the brand to show the iconic mascot’s social side after 50 years of hibernation

Celestial Seasonings’ Sleepytime Bear Awakens in New Digital Campaign

Today, after five decades of hibernation, Celestial Seasonings announced the awakening of its iconic Sleepytime Bear to a brand new digital world. To bring to life a more social mascot, Celestial Seasonings partnered with creative agency Deutsch NY to create a digital-first campaign that shows the Sleepytime Bear what he missed during his decades-long hibernation.

Created in 1972, the beloved Sleepytime Bear has always served as a warm and welcoming symbol of peace, calm, nostalgia and self-care, with his stories beautifully built into the Sleepytime Tea’s packaging. Now, while maintaining his warm demeanor, he is discovering new channels to connect to real-time events, and engage with fans in ways he could have never imagined. 

“As more and more young consumers turn to tea, this digital-forward campaign is the perfect way to introduce the growing number of younger consumers to the many benefits of our teas,” said Melinda Goldstein, chief marketing officer at Hain Celestial. “It’s a clever campaign that not only allows the beloved Sleepytime bear to interact with fans, but also showcases the variety of existing and new Celestial Seasonings tea products that help make people’s lives a little bit better.”

When the Sleepytime Bear Awakes...TikTok Awaits

Through content across platforms including TikTok, YouTube, Facebook and Instagram, Sleepytime Bear will catch up on what he’s missed including popular trends like restocking and reaction videos, exercising at home, reality TV shows, astrology, fantasy sports leagues and TikTok dances. While at, a launch video features the Sleepytime Bear singing “The Wake Up Song” and content featuring Sleepytime Bear's opinion on what he’s missed over the decades, from the 1970s to today.

“The Sleepytime Bear has already been the subject of countless memes and fanart,” said Pete Johnson, EVP, Executive Creative Director, Deutsch NY. “By bringing him into this digital world, he can finally react, comment and engage with the fans that feel comforted and connected to his story, as well as discover new ones. With this campaign, we’re focusing on Sleepytime Bear’s discovery of the modern world, while making it fun for people to rediscover internet culture through his eyes.” 

The campaign uses a low-fi, mixed media approach to stay true to the home-spun user-generated design fans have been using to make the bear come to life, while also giving him a cutting, observational wit, allowing him to comment on anything from probiotics to the existential realities of the postmodern human condition. 

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Agency: Deutsch New York

Pete Johnson : EVP, Executive Creative Director

Quinn Katherman : Creative Director

Jeff Kopay : Creative Director

Tori Mortenson : Senior Art Director

Laetitia Auguste : Digital Designer

Chris Kelly : Digital Designer

Joe Calabrese : EVP, Director of Integrated Production

Andrea Segura : Senior Producer

Lynn Fasano : Executive Digital Producer

Jeffrey Tabaka : Digital Producer

Adam Smith : Development

Oneil Campbell : Development

Melatan Riden : Digital Director

Julie Kravetz : EVP, Group Planning Director

Rachel Kimmel : Senior Strategist

Jayme Maultasch : EVP, Group Account Director

Rosemary Melchior: Account Director

Michael Mancino : Assistant Account Executive

Maria Taris : SVP, Director of Business Affairs

Stacy Schwartz : VP, Group Director Business Affairs

Sara Jurman : Associate Business Affairs Manager

Production Company: Dress Code

Director: Andre Andreev

Executive Producer: Brad Edelstein

Head of Post Production & Operations: Tara Rose Stromberg

Assistant Producer: Lauren Zmirich

Art Director: Tom CJ Brown

Design: Bryan Louie, Daniel Gray, Nicholas Principe, Tae Kim

Animation: Chris Timmons, Elaine Lee, Rasmus Löwenbrååt, Tom CJ Brown, Vincenzo Lodigiani, Yuval Haker

Music: JSM

Joel Simon : CEO/CCO/Composer

Jeff Fiorello : VP/Executive Producer

Norm Felker, Sharon Cha, Andrew Manning : Producers

Nathan Kil : Composer

Audio Post: Great Machine

Marc Healy : Sound Designer / Mixer

Zack Herpy : Senior Post Producer

Categories: Soft Drinks, Hot Beverages

Deutsch NY, Mon, 25 Oct 2021 14:46:29 GMT