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In the early 1970s, A&W Restaurants in the United States began developing a new mascot to revitalize their brand and appeal to younger audiences.
The concept of Rooty, originally known as the Great Root Bear, was developed in this period, with early prototypes of the character appearing in kids' meal bags as a promotional item.
However, it was a Canadian A&W franchise that first introduced Rooty to the public in 1974, bringing the lovable bear to life and establishing him as a central figure in the company's marketing efforts.
The creation of Rooty as A&W's mascot in the early 1970s was not a mere coincidence—rather, it was a strategic decision influenced by the zeitgeist of the era.
At the time, bears were enjoying a surge in popularity within the media landscape, with beloved characters like Baloo from Disney's "The Jungle Book," Winnie-the-Pooh, and Yogi Bear capturing the hearts of audiences across different age groups.
By tapping into this trend and crafting a friendly, relatable bear mascot of their own, A&W aimed to capitalize on the public's affinity for these charismatic creatures.
As the face of A&W, Rooty has been carefully crafted to embody the brand's core values of fun, nostalgia, and enjoyment.
Often portrayed as a friendly and jovial character, Rooty serves as an "ambassador of fun" or "goodwill ambassador," spreading cheer and encouraging customers to associate positive emotions with the A&W dining experience.
He evoked memories of simpler times and the carefree pleasures of enjoying a delicious root beer float or a classic burger.
The journey of Rooty from concept to reality took a significant step forward with the filming of the first commercial featuring the beloved mascot.
The ad was shot on location in Pincher Creek, a picturesque town in Alberta, Canada, where the production team found the perfect setting to bring Rooty to life.
In a fascinating behind-the-scenes detail, the person inside the Rooty costume was a talented ballerina named Katherine, whose grace and poise helped to imbue the character with a sense of charm and likability.
By 1976, just two years after Rooty's debut, the character had become so beloved that the company began producing a wide range of merchandise featuring the bear's likeness.
From "bearloons" (balloons) to "bearstraws" (straws), these cleverly named items showcased A&W's playful spirit and helped to further cement Rooty's status as an iconic figure in the fast-food industry.
In 2013, as part of A&W's ongoing efforts to reinvigorate the brand and capitalize on Rooty's popularity, the company launched a creative new marketing campaign in the form of a fictional reality series on YouTube.
Titled "The Bear is Back," the series was filmed on location at the A&W headquarters and featured Rooty as the central character.
This innovative approach to storytelling allowed A&W (now owned by Dr Pepper) to showcase their mascot in a fresh and engaging way, providing fans with a behind-the-scenes look at the beloved character's adventures and further strengthening the emotional connection between the brand and its customers.
Throughout his long and storied career as A&W's mascot, Rooty has not been immune to controversy.
In 2013, the LinkedIn scandal, in which the platform removed Rooty's profile due to his status as a fictional character, sparked a heated debate about the role of mascots in the digital age and the boundaries between reality and marketing.
More recently, in 2023, A&W found itself embroiled in another controversy when the company posted a parody tweet referencing the M&M's mascot debacle.
In the tweet, Rooty was depicted wearing pants, a humorous nod to the concerns raised about his lack of pants being "polarizing."
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