Bask Bear: Bite Lick Enjoy
10. Craft Kancils [10.15b Illustration: Campaign]
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Links:
Product/Service:
Food & Beverages
Client:
Bask Bear, Loob Holdings
Brief:
In 2024, Bask Bear sought to redefine its brand to resonate with Millennials and Gen Z, two generations often criticized for being soft. With society and even Millennials calling Gen Z weak, Bask Bear wanted a symbol of strength and confidence to inspire both. A casting call was held to find a bear that could embody this message, aiming to create a mascot to bridge the generational gap and connect emotionally with younger audiences.
Solution:
Amid a lineup of powerful polar and grizzly bears, the smallest bear in the world stole the show. Inspired by Bask Bear's existing logo, the tiny yet fearless Sun Bear was cast as Bask Bear's symbol of confidence. The mascot (Brader BLE) symbolized inner strength, proving confidence isn't about size. Thus, the brand's identity transformed, reflecting a bold, playful spirit that reinforced the brand's message, 'Taste the Confidence'. He is confident but not cocky, doesn't take himself too seriously, and 'lurves' a good cup of coffee.
