When a heritage brand does something unexpected, people notice. Ralph Lauren has been dressing everyone from movie stars to college students for decades, but now it’s found a new stage: an animated short film starring its famous Polo Bear.
At first glance, it’s playful, a bear in a black tie pulling off a cheeky art heist, but underneath, it’s a marketing strategy. This isn’t just content for content’s sake. It’s proof that brands with a strong identity can stretch into new spaces without losing their core. That balance of tradition and surprise is what keeps Ralph Lauren fresh, even in a crowded, shifting market.
More than nostalgia, it’s smart business
Polo Bear isn’t new. He’s been part of Ralph Lauren’s universe since the early ’90s, showing up on sweaters and merch. Fans love him because he’s whimsical yet polished, like a stuffed animal that somehow knows how to order a martini.
So why put him in an animated short film now? Because storytelling matters more than ever. Instead of relying only on seasonal ads or product drops, the brand is creating content people actually want to engage with. It’s not a runway show, it’s entertainment. That kind of move builds loyalty in a way a discount or banner ad never could.
The numbers back it up. Ralph Lauren’s revenue jumped 14% year over year, hitting $1.7 billion in the first quarter of fiscal 2026. That didn’t happen by accident. Part of it comes from increasing marketing spend, 7.5% of sales this year versus 6.7% last year, and putting those dollars into projects that spark conversation.
What smaller brands can steal from this playbook
You don’t need a global mascot or a billion-dollar budget to apply this thinking. The heart of Ralph Lauren’s move is simple: take something unique about your brand and show it in a fresh way.
For Ralph Lauren, it’s Polo Bear. For your brand, it could be your founding story, a quirky product detail, or even your community of customers. Could that be turned into video content? A behind-the-scenes mini series? A scrappy podcast? Maybe even a short campaign that reintroduces people to why you exist.
Ralph Lauren proves that investing in creativity isn’t wasted. That bear in a tux is basically telling entrepreneurs everywhere: don’t just sell, create moments people actually want to talk about.
Why emotional marketing still wins
The animated short film works because it taps into emotion. Nobody walks away from watching Polo Bear dodge laser beams thinking about quarterly margins. They leave smiling, entertained, and reminded of the brand’s personality.
That’s the secret sauce. People connect with stories far more than static ads. They want to feel delight, curiosity, or even nostalgia. When you give them that, they stick around. Even in a tough retail climate, brands that make people feel something stay top of mind.
Making it work in your world
Ralph Lauren has the resources for a polished animated adventure, but the lesson scales. A local business could tell a customer’s journey on Instagram Stories. A startup could create a lighthearted explainer series that feels more like entertainment than advertising. Execution changes, but the principle is the same: bring your brand personality to life.
And here’s the kicker: you don’t need perfection. Some of the best content feels raw and authentic. What matters is that it connects and circles back to what makes your brand unique.
Wrapping it up
Polo Bear’s first big mission isn’t really about lasers or tuxedos. It’s about showing that even a legacy brand can evolve by leaning into creativity and storytelling. By betting on an animated short film, Ralph Lauren took a risk that paid off, not just in buzz, but in sales.
The takeaway? Don’t overlook the power of story. It can turn a mascot into a cultural moment, or a small brand into something people rally around. In a world full of ads people scroll past without thought, the ones who win are the ones who make us stop, smile, and feel part of the story.
FAQ’s
Why would a brand make an animated short film?
Because it turns their story into something fun people actually want to watch and share.
Can smaller businesses use the same strategy?
Yes, highlight what makes you unique and bring it to life in a simple, creative way.
Does storytelling really drive sales?
It does. People connect with feelings first and often buy from the brands they feel closest to.