May 26, 2014 12:00 AM

Smokey Bear, nearly 70, gets a millennial makeover

Smokey Bear turns 70 this summer. To make Smokey relevant again, advertising executives gave him a social media makeover. His digital media is managed by HelpsGood, a marketing agency in Los Angeles that creates social campaigns. Smokey Bear also took on a softer image. He doesn't growl as much, and now he gives out bearhugs.

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