A series of advertisements featuring the Bundaberg Rum bear, a polar bear known as Bundy R. Bear, was produced by advertising agency Leo Burnett to align the product 'with a larrikin approach to Australian mateship'.[1] The Bundaberg Rum bear first appeared in 1961. It was designed to soften rum's aggressive image and broaden its appeal from the traditional older male drinker to a more sociable audience.[2]
The advertisements have been cited as a favourite among Australia's youth.[3] Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.[4][5]
Bundaberg Rum, a product of Queensland, Australia, has a polar bear for a mascot, Bundy R. Bear. Bundy has starred in a number of television advertisements
