Wednesday, January 16, 2008

Life Brand Bear ends his run as mascot for Shoppers Drug Mart

We just noticed this last week: the Life Brand Bear is no more.

Why is it relevant to VAB that the Shoppers Drug Mart corporate mascot is gone? The essentially nameless character was designed by member Peter Emslie, way back when.

For the last few years, the Life Brand Bear only appeared as the tablets in the Life Brand Chewable Multivitamins, and on the same product's box. At his height, he was even a helium inflated parade balloon who appeared locally at the Brampton Santa Claus Parade (until they went for their night-time format) and even a time or two in the Calgary Stampede Parade.

When informed of its demise, Peter told us last night that he designed the character when a staff member at Disney's art department. He still illustrates children's picture books for the company. (Elmer the Safety Elephant was created by an animator working for Disney in 1930s, however it wasn't created through Disney itself.)

The new bear on some baby and child targeted Life Brand products is to the right, Peter's is on the left. Peter's survived a few decades, which is longer than many advertising characters.

Also related to Peter, you can now watch videos of him drawing a character, online.