Bazooka Turns On the Cheese

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OK. Think Mentos. Think Doublemint Twins. Think Mr. Charmin. OK. Got it? In the right mood? Now you're ready to view this new cheese-fest campaign from Duval Guillaume celebrating the return of Bazooka Bubble Gum. It comes complete with TV commercials (which you can see on the website), a music video by Brooklyn-based music group Tha Heights, a website, online, events and viral marketing. The campaign centers on the song, originally called "Choo'n Gum" recored by Teresa Brewster in the fifties, which has, for years, been popular with summer camp girls who changed the lyrics to "Bazooka-Bazooka Bubblegum." Since we never went to a girls summer camp - other than to sneak in once to visit that cute girl we wished we'd had the nerve to ask out when camp was over - we've never heard the original song and we have no idea how cool or uncool it was and, well, is. Any camper girls out there? Let us know.

For those who love the song as much as those crazy kids love their Mentos, the website has all kinds of widgets to listen to the song, mash it up, make ringtones, do a karaoke version, make their own and send it to a friend (aha! The viral part of the campaign!) You just know someone's gonna ruin it all by making some kind of R rated version of the jingle and dance. Until then, drink up and wallow in the kooky innocence of Bazook Bubble Gum. Hmm, maybe someday there'll be a Bazooka/Red Bull explosion video floating around.

by Steve Hall    Aug-17-06   Click to Comment   
Topic: Campaigns, Creative Commentary, Good, Online, Television   

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Comments



Comments

WOW - that is god aweful. I can't beleive a client actually signed off on and paid money for that. I hope they have their resume ready.

Posted by: Bevo on August 17, 2006 2:36 PM

Well, it was Dubble Bubble, not Bazooka, but I remember getting a mild chuckle over the concept of "Funnies Starring Pud", which were in each Dubble Bubble.

Hehheh..heheh. heh... "Pud". heheh ..heheheheh.

I still get a chuckle. Now THAT's branding!

Posted by: Stevie the k on August 17, 2006 4:06 PM

Lame. Lame video. Really lame lyrics.

Posted by: CM on August 17, 2006 5:59 PM

I just puked in my mouth. This is really embarrassing, for both the ad industry and Bazooka. I know this is just an ad for gum, and not good gum at that. I just seems that Bazooka is trying too hard to be something, I'm just not sure what that something is? Cool? Sure they have urban rappers, but they are singing (bilingually!)about bubble gum.

I hope this campaign fails, as I want Bazooka making pop songs as much as I want Snickers making lame blue-screened web movies staring the Black-Eyed Peas.

These kind of ad extensions give a lot of people extra work to do. It's unfortunate they aren't done in good taste.

Posted by: Nik on August 17, 2006 6:57 PM

I could easily go into a long-winded rant about how they're belittling of their brand and how their perceived target markets - whomever the bubble gum execs mistakenly think they are - would react to this new campaign.

But honestly, I just can't get past the damn song. Holy ----- !!!! The worst part is that it won't get out of my freakin' head.

Yeah, I won't forget Bazooka, but I also won't buy their gum. But I do have a dime. Maybe I'll buy a lime.

Posted by: Spectorbrain on August 17, 2006 9:54 PM

target:6-14 *cough* not a single commentor here is a target. excellent production, catchy and bullzeye on reaching the target...invite to produce your own video is A+. Kudos for Topps. While out of 22 gum brands Topps was in the bottom third last year Addata intel for 2006 isexpecting more spends from the boys south of the WTC site. Bubblicious and DoubleMijnt have been the gums with the most bubble so far this year. The model call last April almost caused a riot as twins and trippletes lined up around the block for DoubleMint auditions across the street from the flatiron. one block south from where most oid the alright crew filmed their vid..

Posted by: arthur on August 18, 2006 9:55 AM

target:6-14 *cough* not a single commentor here is a target. excellent production, catchy and bullzeye on reaching the target...invite to produce your own video is A+. Kudos for Topps. While out of 22 gum brands Topps was in the bottom third last year Addata intel for 2006 isexpecting more spends from the boys south of the WTC site. Bubblicious and DoubleMijnt have been the gums with the most bubble so far this year. The model call last April almost caused a riot as twins and trippletes lined up around the block for DoubleMint auditions across the street from the flatiron. one block south from where most oid the alright crew filmed their vid..

Posted by: arthur on August 18, 2006 9:56 AM

target:6-14 *cough* not a single commentor here is a target. excellent production, catchy and bullzeye on reaching the target...invite to produce your own video is A+. Kudos for Topps. While out of 22 gum brands Topps was in the bottom third last year Addata intel for 2006 isexpecting more spends from the boys south of the WTC site. Bubblicious and DoubleMint have been the gums with the most $u$$le$ so far this year. The model call last April almost caused a riot as twins and trippletes lined up around the block for DoubleMint auditions across the street from the flatiron. one block south from where most oid the alright crew filmed their vid..

Posted by: arthur on August 18, 2006 9:57 AM

Uhm..."cough"...seems like arthur is a little too closely affiliated with the folks making this video than is to be trusted. I can't say he's wrong in the ages of those posting, but my kids who are in the 6-14 target just looked at this and said it was "dumb".

BTW, arthur, just click the "post" button once, okay?

Posted by: theo kie on August 18, 2006 4:51 PM

Actually, I think it's Teresa Brewer and not Brewster !
By the way, i find the campaign well made and well targeted !

Posted by: aziz on August 21, 2006 3:35 AM

It's "Mr. Whipple" not "Mr. Charmin"

Posted by: ryanowens415 on August 21, 2006 7:14 PM

Sorry, ryan....that was like decades ago. we can barely remember that Dell Dude.

Posted by: Steve Hall on August 21, 2006 7:19 PM

heyy i love bazooka bubble gumm

Posted by: alyssa on October 9, 2006 10:41 AM

I love bazooka bubblegumm
ahhhhhhhhh yeah
yo my ma she gave me a doller
she told me to buy a coller
but i aint buy no coller
i bought some..........
Bubblegum Bazooka zooka Bubblegum
i lovw that song too

Posted by: Taylor on January 5, 2007 4:25 PM

I love bazooka bubblegumm
ahhhhhhhhh yeah
yo my ma she gave me a doller
she told me to buy a coller
but i aint buy no coller
i bought some..........
Bubblegum Bazooka zooka Bubblegum
i love that song too

Posted by: Taylor on January 5, 2007 4:26 PM

blah blah I just love the song I listen to it like a lot I just love it so much I just don't like the spanish part about it!=[ sorry!

Posted by: Danny on February 25, 2007 4:18 PM





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