Meet The New Mascot Of Iowa-Based Blue Bunny Ice Cream

How do we feel about a new ice cream mascot?

Do you want to develop an opinion on something you didn't know you'd care about today? Look no further. The Le Mars-based Blue Bunny Ice Cream has rolled out a new mascot.

For context, let's remember the old Blue Bunny mascot (still named Blu). Literally a realistic bunny that's blue:

Now the new Blu is out, along with Blue Bunny's 'Freeze the Moment' campaign. According to a release from Blue Bunny, the new Blu "emerged from a desire to better align the brand’s visual identity with its primary audience and boost family connection".

The goal with the new Blu was to "evolve Blu, from his original appearance as a more realistic rabbit, into a living embodiment of Blue Bunny’s brand purpose and personality."

He's designed to "resonate with every member of the family".

So here's the new Blu:

Starting April 27th, you'll be able to find Blu on Blue Bunny's website.

A mascot is nothing new for Blue Bunny. Blu has been part of Blue Bunny since they started in 1935 but based on the press release, it sounds like the new Blu will be more active in national advertising, campaigns, etc. than the original Blu was.

The company says the original, realistic Blu was written as a "guide" who "prefers to stay out of the spotlight to keep families front-and-center". The new Blu will be used "thoughtfully and intentionally" by Blue Bunny.

Blue Bunny worked with creative agency partner Digitas to develop the new Blu mascot.