Celestial Seasonings

The Sleepytime Bear Awakens to a Digital World!

Agency: Deutsch


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.
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 1970’s to today.

This professional campaign titled 'The Sleepytime Bear Awakens to a Digital World!' was published in United States in October, 2021. It was created for the brand: Celestial Seasonings, by ad agency: Deutsch. This Integrated medium campaign is related to the Soft Drinks industry and contains 4 media assets. It was submitted about 2 years ago by Vonda LePage of Deutsch.


Advertising Agency: Deutsch NY, New York, United States of America


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