The preferred tween gum brand in Mexico, Bubbaloo, wanted to reverse volume losses and increase total sales compared to the same period the previous year, despite unit price jumping by a necessary 100%.

Bubbaloo became tweens’ favorite brand due to its sensory benefits (syrupy center and a formulated for blowing enormous bubbles), and because it’s fun! We needed to reignite this emotional brand connection and remind tweens of the playfulness of gum. They are too young and impulsive to be interested in lower sugar contents or whiter teeth, but they do want fun. And Bubbaloo would give them that.

The Bubbaloo’s Bubble Tournament exceeded every KPI and sales soared +26% and +11% versus YA for May and June. We reignited the brand and gave tweens in Mexico a new place for bubble fun!

Over 11,500 users registered for the tournament, uploading 245,235 bubbles (equating to increased sales). The average content interaction was almost two minutes. Tweens shared 6,300 tweets containing their own clever and comical “how to” content on Facebook, creating a community of over 671k. Despite budget constraints, we achieved 3,360,680 views on owned channels and an add