BBDO is appealing to children's competitiveness and desire for control in an introductory campaign for Amurol Confection Co.'s Sour Bubble Tape.
The Wrigley Co. subsidiary is introducing Blue Raspberry and Apple flavors for the gum brand this month.
A 15-second TV spot breaking nationally May 22 is tagged, "How much sour can you handle?"
The work shows three kids who stuff progressively larger wads of the sour gum into their mouths. The first two boys are shown making faces after putting the gum in their mouths. The last boy's face isn't shown until he returns home after school. His mother asks him, "What did you learn in school today?" The boy, with an exaggerated, computer-generated pucker and bulging eyes, responds, "Not to go last."
"It's a classic insight of 'I can do better than you can do,'" said Alan Rose, senior vice president, client service director at the Chicago agency. "He took the challenge, but he shouldn't have. ... It's all in fun."
Showing the boys measuring out their own portions of the gum should strike a chord with the target of 6- to 12-year-olds, said Bruce Thompson, vice president of marketing for Amurol, Yorkville, Ill.
Sources estimated spending on the campaign at $5 million. The budget behind its predecessor, Bubble Tape, was below $2 million in 1998 and 1999, according to Competitive Media Reporting. K