‘EARWORM’ The objective: Not having advertised for 17+ years Bazooka Bubble Gum had missed out on nearly two whole decades of consumers. The objective was to make the brand popular again with kids from 6 to 10, with a very limited budget.

The concept: PROJECT EARWORM.While all competitors were claiming BUBBLES we decided Bazooka needed to claim: ENTERTAINMENT. A realistic position to adopt for a brand that is legendary for its entertaining comics. We revived the long-lost Bazooka Bubble Gum song. A song where kids are constantly offered something by an adult, but when this is done, they reply that they only want Bazooka Bubble Gum. With the insight that our target audience today has a great need for self-expression (Youtube, Myspace, etc) the goal was to get them to do the same in real life.