Beer brand Hofmeister has today (3 April) unveiled a new brand positioning supported by a campaign that puts quality, taste and sophistication at its heart.

Developed in partnership with London agency BBH, the campaign is the brewer’s first in several years and builds on the brand nostalgia associated with George The Bear who appeared in Hofmeister campaigns throughout the 1980 and 1990s.

In this latest creative however, George The Bear appears to have grown up into an ‘effortlessly cool’, modern persona –  a reflection of the brand’s re-jigged positioning.

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“’We always knew at some point we just had to bring back George. A challenge that was going to require incredible creativity, courage, humour and a deft touch, fortunately, we are working with BBH who have all of this in spades,” Hofmeister CEO, Spencer Chambers said.

The work will be supported by high-profile out-of-home, press, and partnership content underpinned by a refreshed social media strategy across paid and organic channels.

BBH CEO, Karen Martin added: “We’re delighted to be working with the team at Hofmeister in their epic pursuit of bringing back George The bear. It has been pure joy. Classier beer, classier bear.”