Editing Bundy R. Bear (section)

=== Return ===
After a 15-year break, Bundy R. Bear, the iconic mascot of Bundaberg Rum, made a grand return during the 2024 NRL Telstra Premiership Grand Final as part of the new 'Forever Classic' campaign. Developed by Bundaberg Rum's creative partner, Leo Burnett Australia, the campaign focuses on fostering good times and nostalgic moments with friends, featuring lighthearted "stitch-ups" for a refreshing yet familiar twist.

To bring Bundy R. Bear back to life, Bundaberg Rum and Leo Burnett collaborated with Odd Studio, the Academy Award-winning prosthetics and costume house, to create a fully animatronic 7-foot polar bear. This bear will star in all upcoming commercials.

The campaign's debut, a 30-second film titled "Bear Transplant," aired during half-time at the NRL Grand Final. It featured NRL legend Gorden 'The Raging Bull' Tallis and is the first of four TV commercials, all directed by Nash Edgerton of ''Mr Inbetween'' fame.

Fans at the stadium who bought a Bundy & Cola received white polar bear wigs, with one lucky wig-wearing attendee winning a hair transplant trip to Turkey, announced live during half-time via the NRL Fan App.

This integrated campaign was delivered by Leo Burnett Australia in collaboration with Hearts & Science for media planning and HAVAS Red, which led the campaign’s PR efforts, supported by Bundy-loving influencers celebrating the bear's return.