Background: 

Osito Bimbo, the beloved bear mascot known across Latin America, has been part of the Grupo Bimbo brand family since 1945. For generations, children grew up with this friendly figure. His presence is as recognizable and comforting as Mickey Mouse. But after 75 years, it was time to re-examine his role and meaning in a modern context.

Scope & Impact: 

We partnered with Grupo Bimbo for a three-day strategic workshop to refresh Osito’s purpose and expand his role beyond packaging. The goal: make the mascot more relevant to today’s world while unlocking his potential as a unifying brand ambassador across global programs like the Bimbo Global Race, CSR initiatives, and new market entries.

The updated strategy gave Osito a more humanized range of expressions, allowing him to show empathy and emotion that better matched the moment, from joyful celebrations to serious topics like hunger relief and climate impact. We reframed him as a symbol of the brand’s warmth, heritage, and family-centred culture—approachable and trustworthy, no matter the audience.

We brought this strategy to life with a brand book in the form of a storybook—playful, engaging, and easy to adopt across markets. Launched at the 2019 Grupo Bimbo Global Business Forum in Querétaro, Mexico, the new Osito identity energized internal teams and laid the foundation for future storytelling, innovation, and partnerships.

CLIENT: Grupo Bimbo
AGENCY: Pigeon Brands