Bazooka targets KIDS...

MY MOM
SHE GAVE ME A DOLLAR
SHE TOLD ME TO BUY A COLLAR
BUT I DIDN'T BUY NO COLLAR
INSTEAD I BOUGHT SOME BUBBLEGUM
BAZOOKA, ZOOKA BUBBLE GUM (X2)
What's Bazooka? It's a gum that was so uncool that no kids wanted to chew on it. They (Topps) decided to re-launch it this summer with a budget of $4.000.000, believing that "Bazooka is a gem; (...) It just needs to be dusted off." (Mr. Cherrie, Topps MD).
Instead of going for a massive TV buying strategy, they (Duval Guillaume New York - Sister of one of the best Belgium ad agency) did a smart global operation. Commercials run on kids channels (Nickolodeon).



The TV ads were fresh, joyful, adapted to young kids, using Hip Hop old school values: simple rhymes, multicultural, multilingual ... and the dance! This dance kills. Easy. It's like a moving wazaaaa...

They directed to this website where kids can watch the director's cut of the TV ad, learn the rhymes etc...

What's captivating here is the contest: Video Your Bazooka Dance! and get published on Bazooka's blog.
Nothing really new here but by experience I know that these types of contest are always risky: not enough participation, bad video quality etc... But here it worked really well. Why?

>>KIDS ARE CUTE when they try this Bazooka video. It's excellent. The subject becomes the content. And the content is entertaining.


This is so simple, so genuine, that you tend to forget that the bottom line of all this is selling more gums to kids and to raise the brand awareness amongst the target...
Looks pretty good for Topps's Bazooka from here (that is across the Atlantics)