{"id":19603,"date":"2021-11-03T19:52:00","date_gmt":"2021-11-03T23:52:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19603"},"modified":"2026-09-15T19:54:38","modified_gmt":"2026-09-15T23:54:38","slug":"the-sleepytime-bear-wakes-up","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-sleepytime-bear-wakes-up\/19603\/","title":{"rendered":"The Sleepytime Bear Wakes Up!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Contributor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">50 years ago, tea icon <a href=\"https:\/\/popicon.life\/celestial-seasonings-sleepytime-bear-tea-icon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sleepytime Bear<\/a> drank a cup of Celestial Seasonings Sleepytime Tea and fell into a deep sleep. Now, the Sleepytime Bear is waking up to a whole new digital world! Join the Sleepytime Bear in a new digital campaign from <a href=\"https:\/\/celestialseasonings.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Celestial Seasonings<\/a> called \u201cWhat the Bear Missed.\u201d<\/p>\n\n\n\n<h3 id=\"h-what-the-bear-missed\" class=\"wp-block-heading\"><strong>\u201cWhat the Bear Missed\u201d<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/12\/ST-ROOM.png\" alt=\"\" class=\"wp-image-12647\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Established in 1972, Sleepytime is one of two flagship brands from Celestial Seasonings. The original drawing of the Sleepytime Bear was first illustrated by Beth Underwood, sister of one of the co-founders John Hay, in 1973.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since then, the Sleepytime Bear has had his stories beautifully built on Celestial Seasonings packaging with whimsical, nostalgic images for every mood and moment. Tim Collins, General Manager and VP of Marketing at Celestial Seasonings, describes the character as a \u201ctimeless symbol of peace, calm, nostalgia, and a little self-care.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/11\/Sleepytime-Bear_Launch.png\" alt=\"\" class=\"wp-image-13751\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Waking up the Sleepytime Bear after five decades of hibernation isn\u2019t easy. After all, the world has changed quite a bit since he fell asleep. Celestial Seasonings partnered with creative agency Deutsch NY for this digital-first campaign and bringing to life a more social mascot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign uses a low-fi, mixed media approach. This allows it to stay true to the home-spun, user-generated design fans have been using to make the bear come to life. It also gives the Sleepytime Bear a cutting, observational wit. He can comment on anything from probiotics to the existential realities of the postmodern human condition. (We love it when a brand mascot has the range to speak on both topics!)<\/p>\n\n\n<p><a href=\"https:\/\/www.instagram.com\/p\/CVRL4-Fr3x4\/\">https:\/\/www.instagram.com\/p\/CVRL4-Fr3x4\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Check out wide-eyed Sleepytime Bear in his <a href=\"https:\/\/www.instagram.com\/p\/CVRL4-Fr3x4\/\" target=\"_blank\" rel=\"noreferrer noopener\">introductory wake-up call video<\/a>. At first, he admits he\u2019s a little confused to be here circa 2021.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He sings aloud his frustrations. Everyone has a computer in their pocket! Do you pronounce \u201cGIF\u201d with a \u201cg\u201d sound or \u201cj\u201d sound? And these phones we\u2019re carrying? They\u2019re not even connected to the wall!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ah well, the Sleepytime Bear is ready to start catching up. He has no idea what kale is though.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe Sleepytime Bear has already been the subject of countless memes and fanart,\u201d says Pete Johnson, EVP, Executive Creative Director, Deutsch NY.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBy bringing him into this digital world, he can finally react, comment, and engage with the fans that feel comforted and connected to his story, as well as discover new ones. With this campaign, we\u2019re focusing on Sleepytime Bear\u2019s discovery of the modern world, while making it fun for people to rediscover internet culture through his eyes.\u201d<\/p>\n\n\n\n<h3 id=\"h-i-woke-up-like-this\" class=\"wp-block-heading\"><strong>\u201cI Woke Up Like This\u201d<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The digital-first campaign also includes a website: <a href=\"http:\/\/www.sleepytimebearwokeup.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sleepytime Bear Woke Up<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/11\/1980-Press-scaled.jpg\" alt=\"\" class=\"wp-image-13749\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Scroll through the decades on the site and watch the Sleepytime Bear recall the last fifty years. Most of his \u201880s knowledge is rooted in John Hughes high school movies and Miami Vice binge watches.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/11\/1990-Press-scaled.jpg\" alt=\"\" class=\"wp-image-13750\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">He (vaguely) remembers the Y2K scare in the \u201890s and is grateful for cups of Energy Green Tea that keep him awake.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whatever else the Sleepytime Beat doesn\u2019t remember, he will catch up on through content posted across social media platforms like TikTok, YouTube, Facebook, and Instagram. In the \u201cI Woke Up Like This\u201d video series, the Sleepytime Bear gets caught up on all of today\u2019s biggest trends like learning TikTok dances, riding a stationary bike to stay fit, and giving <em>you <\/em>the tea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Several varieties of tea from Celestial Seasonings, that is.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/11\/Sleepytime-Bear_Launch_2.png\" alt=\"\" class=\"wp-image-13752\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAs more and more young consumers turn to tea, this digital-forward campaign is the perfect way to introduce the growing number of younger consumers to the many benefits of our teas,\u201d says Melinda Goldstein, Chief Marketing Officer at Hain Celestial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s a clever campaign that not only allows the beloved Sleepytime bear to interact with fans but also showcases the variety of existing and new Celestial Seasonings tea products that help make people\u2019s lives a little bit better.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Stay awake with the Celestial Seasonings\u2019 Sleepytime Bear by visiting <a href=\"https:\/\/www.instagram.com\/celestialtea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a> and SleepytimeBearWokeUp.com.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>50 years ago, tea icon Sleepytime Bear drank a cup of Celestial Seasonings Sleepytime Tea and fell into a deep sleep.<\/p>\n","protected":false},"author":26,"featured_media":19604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Sleepytime Bear Wakes Up! 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