As the beloved brand mascot of the world’s largest baking company, Osito Bimbo’s celebrity status transcended his role as the personification of the Grupo Bimbo brand. Born out of the imagination of the company founder’s wife, this “Little Bear” had been synonymous with healthy, happy childhood memories since 1945.
Despite its growing global reach, Grupo Bimbo and its cherished icon were relatively unknown outside of Latin America and Western Europe. Recognizing Osito’s strong emotional and brand equites in existing markets, it became evident that the icon could be leveraged to engage existing consumers to introduce brands to new markets.
The challenge lay in rendering this little white bear from humble hand-sketched beginnings, relevant to a modern, global, tech-savvy generation, while retaining the core values that attracted the existing loyal following.