In Australia, a polar bear means one bloody thing: Bundaberg Rum. Its mascot, Bundy R. Bear, is one of the country's most recognised brand assets. More than an advertising character, it's a beloved cultural icon known a particular kind of larrikin confidence. So, on Jan 29, when Pepsi took aim at Coca Cola's polar bear for its Super Bowl LX campaign, we saw the perfect opportunity to hijack the biggest advertising event in the world and inject a distinctly Australian punchline into the cola wars.