BUBBAGOL by J. Walter Thompson San Jose for Bubbaloo

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BUBBAGOL

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Industry Chewing-Gum
Media Promo & PR
Market Costa Rica
Agency J. Walter Thompson San Jose
Art Director Alfredo Enciso
Creative Pablo Castillo
Designer Andres Gomez
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CADBURY ADAMS
Product/Service: CHEWING GUM
Agency: JWT COSTA RICA
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: JWT COSTA RICA, San José, COSTA RICA
Creative Director/Copywriter: Christian Caldwell (JWT)
Art Director: Alfredo Enciso (JWT)
Designer: Andres Gomez (JWT)
Executive: Cynthia Bonilla (JWT)
Creative: Pablo Castillo (JWT)
Media placement: Web Site - Internet - November 2009
Media placement: POP - Supermarkets - November 2009
Media placement: TV - Sponsorship - November 2009

Describe the objective of the promotion.

For 2009, Bubbaloo gum launched their new flavor called Bubba Goal. An interesting strategy that links the brand with football in times when the World Cup is hot news. Kids love football, but in the months previous to the cup, every brand is associating their ads to this sport and consumers can't distinguish between the different efforts of each brand. So our goal was to create a stronger association between our brand and football, even the strongest in the country. Idea: Every kid wants to be a soccer star, and turn themselves into a legend, just as their idols have done. So that's where we began.

Describe how the promotion developed from concept to implementation
Our first step was to catch the kids' attention. During the kids TV prime time we interrupted the shows with a very impacting news, which communicated the landing of a weird spaceship in the mountains of Costa Rica… in different news updates we began to tell the kids that the visitors were nothing less and nothing more than spacial zombies that came to conquer us. It was then that the brand's character came in and challenged the zombies to an indoor football match with the Bubba Team… the winner will keep the Earth. The cat forgot a detail though, and it was that a Bubba Team didn't exist until then.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results: We managed to become an outstanding football promo, in times when every brand associates with this sport. In only 2 weeks, Bubba Goal chewing gum units were gone from the shelves, so the points of sale had to be reloaded with the product. The website had over 70,000 visits per month. The comic's print edition sold out. And the most important thing of all, we gave kids entertainment.

Explain why the method of promotion was most relevant to the product or service
It became important to find one, so we created an indoor football tournament from which the champion will become the Bubba Team. The 25 teams nationwide that would send the most packages of the new flavor would qualify for the tournament. So right now I assume you'd be wondering how on earth did the winning team play against the spacial zombies… then the latter obviously don't exist? Here's the magic of the promo. Kids knew that if they won, they were gonna be immortalised in a comic book, in which they would play a decisive game to save the Earth. Each team player was carefully portrayed in the book, plus their qualities were fully upgraded for the story.