Bask Bear: Bite Lick Enjoy
8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]
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Links:
Product/Service:
Food & Beverages
Client:
Bask Bear, Loob Holdings
Brief:
In a saturated F&B market, Bask Bear aimed to refresh its brand for Millennials and Gen Z. The challenge was to create a compelling experience centered around a new mascot that embodied strength and confidence, inspiring self-assurance in its fans.
Solution:
People call Millennials and Gen Zs weak. In fact, Millennials also call Gen Zs weak. Zillennials (Gen Z + Millennial) wish to respond to those who doubt them and call them a snowflake or strawberry generation without understanding the challenges they go through. So we cast the smallest bear in the world as Bask Bear's symbol of confidence, our Sun Bear named Brader BLE. This mascot proved that true confidence isn't about size, embodying a bold and playful spirit that aligned with the brand's message, "Taste the Confidence." Infused with his larger-than-life personality, Brader BLE transformed Bask Bear's branding, from vibrant murals and packaging to digital presence. He invited everyone to join in on his eating ritual (Bite, Lick, Enjoy) through social activations and even starred in his own music video, solidifying Bask Bear's identity as a fresh, engaging player in the urban F&B scene.
