NEW YORK -- Bazooka Candy Brands, the confectionary division of The Topps Co. Inc., recently relaunched the iconic Bazooka Bubble Gum. The updated confection debuted at retail in January in new packaging, in a new flavor and with a digital content component. The company is also launching Bazooka TV to accompany the relaunched brand.
Bazooka Bubble Gum first debuted in 1947, and this is the first complete makeover the gum has experienced in its six-decade history.
"Bazooka Bubble Gum is more than just bubble gum; it is a bona fide part of American pop culture," said Anthony Trani, vice president of marketing for the New York City-based company. "With the relaunch, we have set out to maintain all of the aspects of the gum that made it resonate so strongly with consumers for so many years, while still updating certain elements to provide a fresher, more rich experience for the brand's core demographic--kids. We are excited to debut the final product and to mark another milestone for the beloved and storied brand."
Updates include an improved, longer-lasting original flavor plus the launch of a Blue Raspberry version. The new packaging will feature bold and colorful graffiti-styled wallet packs, each containing both flavors of the gum. Bazooka Joe comic inserts have also been updated to feature a digital extension to increase consumer interaction. Each insert will feature activities, quizzes or games kids can play as well as a code that will allow them to unlock content online at the brand's new entertainment hub, BazookaJoe.com.
Bazooka Candy Brands is supporting the launch of the new Bazooka Bubble gum with a comprehensive marketing campaign including broadcast and online ad buys as well as possible integrated marketing executions.
Bazooka TV is a new, online network that contains interactive programming reflective of the fun spirit of the brand. From a family drama featuring a zombie (as well as mix and match segments so viewers can create their own episodes), to a Home Shopping Network style program that allows kids to bid on everything from "Cupid's Diaper" to Cans of Nothing, Bazooka TV will entertain and engage the grade school set exactly where they are—viewing videos online.
Understanding that this generation of kids is digitally sophisticated and enjoy challenging content, the Bazooka Candy Brands team in conjunction with Flint & Steel developed what is essentially a network of online programming for kids. The shows, which will be housed at BazookaJoe.com, allow kids to solve mysteries, re-arrange story plots and play along with game shows. Users unlock content on Bazooka TV with codes that come in the Bazooka Bubble Gum packages and by earning points as they interact with content on the site, but visitors to BazookaJoe.com are also granted limited access even without a code.
Programming will be refreshed/updated regularly. Bazooka TV begins to roll out this month.
Founded in 1938, Topps is a leading creator and marketer of sports and related cards, entertainment products and distinctive confectionery. Topps entertainment products include Major League Baseball, National Football League and other trading cards, sticker album collections, and collectible games. The company's confectionery brands include Bazooka bubble gum, Ring Pop, Push Pop, Baby Bottle Pop and Juicy Drop Pop lollipops.
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