Diageo has brough back it's Bundaberg Rum mascot after a lengthy hiatus, with Bundy R. Bear, making his first appearance 15 years at the 2024 NRL Telstra Premiership Grand Final.

The bear's comeback is part of a new brand campaign titled 'Forever Classic'. Created in partnership with Leo Burnett, the campaign highlights Bundaberg Rum's ability to facilitate good times and classic moments with friends, focusing on classic stitch-ups to bring a nostalgic yet refreshing twist to the brand.

Diageo and Leo Burnett Australia collaborated with Academy Award-winning costume and prosthetics house 'Odd Studio' to develop the fully animatronic 7-foot polar bear, which will feature in all future commercials.

The 'Forever Classic' campaign kicked off with a 30-second film titled 'Bear Transplant', which premiered on broadcast and in-stadium during half-time at the NRL Grand Final. The film starred NRL legend Gorden 'The Raging Bull' Tallis. It's the first in a series of four TVCs that will go live over the coming months to bring the 'Forever Classic' platform to life.

To bring the campaign to life in the stadium, footy fans who purchased a Bundy & Cola received a white polar bear wig, with one lucky wig-adorned attendee winning the prize of a hair transplant in Turkey (a cash prize to the value of $3,500).

"The return of Bundy R. Bear at the NRL Grand Final is a proud moment for us, embodying the humour, heart, and unmistakable Aussie spirit of Bundaberg Rum. We’re thrilled to bring Bundy Bear back to his loyal fans after such a long break, and having Gorden Tallis onboard for this classic Bundy moment only heightens the excitement. This is just the beginning of many more timeless moments with our mate Bundy as we launch the 'Forever Classic' platform," said Marketing Manager - Rum Portfolio at Diageo, Matt Miles.

"Getting the opportunity to bring back the iconic Bundy bear was a real career highlight. We're excited for Aussies to connect with their 7-foot furry mate even more as the whole campaign rolls out over the next few months. We were unfortunately not eligible to enter the Turkey promotion," said Group Creative Directors at Leo Burnett Australia, Tim Woolford and Tommy Cehak.

Hearts & Science delivered media planning and HAVAS Red led the earned storytelling of the campaign.