Bubblicious

Youthography was hired by Cadbury Adams to overhaul the Bubblicious brand. Using key insights from the 8 – 13 year old target demographic as a foundation, Youthography developed a multi-tiered communications campaign that specifically up-aged bubble gum in order to appeal to tweens and to position Bubblicious as the brand of gum most relevant to their lifestyle. The brand strategy featured a focus on the new Bursts product innovation, and the campaign used TV, Print, Web and Below-the-line Event tactics to reach youth with new Beware the Burst creative. The broadcast ad featured a teen male, and his experience when everything Bursts around him as he chewed the gum - the execution was integrated across media with an immersive online experience that continued the story in the TV ad, and offered alternative versions of the spot, and other downloadables related to the spot. The creative platform centered around skateboarding culture, and a promotion was developed to link Bubblicious Bursts to relevant youth brands West 49, Nintendo, and DC—with a VIP trip to the West 49 Canadian Open offered as the Grand Prize.

Press resources
bubblicious.ca/tv bubblicious.ca/print