Bubblicious Bursts campaign breaks
By Adnews Staff
Cadbury Adams has begun an advertising campaign for a new product called Bubblicious Bursts. The national campaign, which is aimed at eight- to 14-year-olds, includes television, print and Internet advertising, as well as a contest and a sampling program that will take place at skateboarding events. The television commercial begins will a teenager standing in front of a suburban house. After he puts a piece of the gum in his mouth, bursts of pink liquid begin to splatter nearby objects and people. The ad ends with the tagline, “Beware the Burst.” The ad will air on MuchMusic and Teletoon through September. The print ads and Bubblicious.ca website also use the visual theme of suburban objects covered in pink goo. The contest element includes a draw for a trip for three to the West 49 Canadian Open skateboard event. The campaign was created by Youthography of Toronto. “We wanted to capture the unexpectedness of the product, but in a tone that young people could identify with. We feel that the technique of the spot, its score and approach really reflect that unexpectedness,” said Sean Claessen, creative director at Youthography. “It lets us revel in the moment of the burst.”