Bundy R. Bear
Bundaberg Rum, produced in Queensland, Australia, is represented by Bundy R. Bear, a polar bear mascot featured in numerous television ads created by Leo Burnett, Sydney. These ads emphasize a playful, larrikin take on Australian mateship, helping transition Bundaberg from being a drink primarily associated with shearers to a favorite among young men aged 18 to 35, especially rugby fans.
| Names | Bundy R. Bear |
| Gender | Male |
| Race | Polar Bear |
| Occupation | Mascot |
| Origin | Advertisements/ Logo for Bundaberg Rum (1961) |
| Alignment | Good |
| Age | Unknown |
| Created By | Bundaberg Distilling Company, Leo Burnett Worldwide, Inc |
| Height | 2.13m (7ft 0in) |
| Weight | Varies |
Appearance[edit | edit source]
Bundy R. Bear, the 7-foot animatronic mascot of Bundaberg Rum, is a striking polar bear with a classic yet playful look. He typically dons sunglasses, often paired with casual attire like Hawaiian shirts or Bundaberg-branded gear, embodying a laid-back, Australian "bloke" vibe. His design, brought to life by Odd Studio, gives him a humorous, approachable appearance, blending nostalgia with modern animation technology.
Personality[edit | edit source]
Bundy R. Bear is a cheeky, fun-loving character who thrives on lighthearted mischief and banter. He’s the kind of mate who orchestrates classic pranks or playful stitch-ups but always in good spirits. Whether he's helping his friends in funny situations or making witty remarks, Bundy is always at the center of good times, representing the brand's ethos of mateship, humor, and enjoying life’s simple pleasures with friends.
Biography[edit | edit source]
In "Drop Bears," a group of friends on a fishing trip spots three blonde women camping by the water. They warn the women about the fictional "drop bears," described as larger, more aggressive versions of koalas that drop from trees and attack. Just as the story intensifies, Bundy R. Bear falls from a tree, crushing the women's tent. Later, the entire group shares drinks together by the fire.
Two ads, released in September 2004, were created by a team at Leo Burnett that included Nick Souter as creative director, Katie Manekshaw as art director, and Trent Christie as copywriter, among others. The production team, led by Matt Palmer from CIF Productions, worked with Mindshare on media strategy.
In "Valentine's Day," the men face pressure to take their girlfriends out for a romantic dinner but prefer to watch rugby. Bundy Bear saves the day by hosting dinner at his place, with a romantic setup of candles and roses. While the women chat, the men secretly watch the rugby on TV. In "Inflatable," three guys pack for a fishing trip, admiring a passing boat full of women. Once on the water, Bundy Bear punctures their inflatable raft, prompting the women to come to the rescue. In "Chopper," two friends enjoy Bundaberg Rum Dry & Lime while being drenched by icy water from a helicopter flown by Bundy, with the tagline: "Surprisingly Refreshing Taste."
Bundaberg also partnered with Silverscreen Productions’ Adam Stevens to produce ads tied to their sponsorship of the Australian rugby union team, the Wallabies. In "Goats," Bundy arrives with a truckload of goats to help the men finish yard work before they can watch the game. In "French Lessons," Bundy coaches the blokes on how to interact with the French rugby team, teaching them phrases like "Merci Beaucoup." "Barbecue Training" features Bundy instructing a group of men, mostly in Bundaberg or Wallabies gear, on how to perfect their barbecue technique with humor and dance moves.
Other rugby-themed ads include "Goose Step," where Bundy names a man's dance move after a famous rugby move, and "Ice Bucket," where Wallabies player Phil Waugh finds a six-pack of Bundaberg cans in his ice bath, humorously scolded by Bundy before the drinks are handed to teammate Stephen Larkham.
Recent ads reflect Bundaberg's broader appeal, including to women. In "Red Sock," Bundy's spa bath turns him pink after a red sock is thrown in, but a woman compliments his boldness. In "Stripper," Bundy mistakenly attends a party where women expect a fireman stripper, only for Bundy to humorously "strip" the top off a Bundaberg Classic bottle.
Return[edit | edit source]
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.
Commercials[edit | edit source]
