Role: Digital Creative Director, Blue Chip Marketing Worldwide | Wells Dairy, The Original Bomb Pop
Our tween insights led us to a brand positioning: For tweens seeking independence from families and striving for social connection, Bomb Pop is the brand of ice pop that ignites moments of connection because of its iconic shape, unique texture and the multiple flavor experience it delivers.
The brand, digital and offline touch-points included: The Original Bomb Pop, iconic patterns, tweens with attitude and the occasional furry side-kick. The effect mirrored art and thoughts tweens built for their own social channels. The brand also mixed modern and nostalgic cues to support “The Original” value of the brand and bridge between tweens and tweens-at-heart. While the work made little sense to adults the team had a sense when tweens would run with it. Via social monitoring tweens connected and a CAF award followed.