PITTSBURGH, PA, August 22, 2019 – There’s no better time than now for a pop of brightness – an idea at the center of Dum Dums Lollipops new advertising campaign that taps into a growing need for an antidote to today’s turbulent times.
In a series of animated stories designed to delight, Smith Brothers introduces a new tagline for the 95-year-old brand, ‘Make Life Pop.’ The line is a play on words that leverages research conducted by Smith Brothers that found that consumers love Dum-Dums because the candy can brighten every day.
“Dum Dums is one of those rare, iconic brands that is already so loaded with positive emotion. Who doesn’t remember rooting around in that bowl and the simple thrill of finding your favorite flavor?” asked Smith Brothers co-founder, Lindsey Smith. “Our job was to keep it simple –remind people what Dum Dums already means to them and then kind of get out of the way.”
In the ads, we see a bundle of Dum Dums lollipops imagined as a bouquet of flowers, a balloon, and other items that charm the giver and getter of the treat. The ads capture the playful nature of the brand that consumers also cited in the agency’s research that led the agency to develop the call to action, ‘Make Life Pop.’ The line will also appear on new Dum Dums packaging.
The campaign includes two animated :30 spots where a Dum-Dum replaces an object that brings joy during different stages of life. The :30s are cut down into each life scenario as :15s for social. Launching in mid-August, the campaign will run across numerous digital channels and social platforms. You can see the work here.
“We haven’t advertised in a while and a lot has changed,” said Evan Brock, Director of Marketing at Spangler Candy. “That said, our goal with this campaign is to be ourselves and deliver a pop of positivity to kids of all ages.”
The Dum-Dums brand originated in 1924. It was purchased by Spangler Candy from Akron Candy in 1953 and moved to Bryan, Ohio, where the famous pops are still made today.
About Smith Brothers
Smith Brothers is a digital-forward, performance-based marketing communications agency with experience launching innovative campaigns for category leaders, challenger brands and start-ups alike. Clients include Nestle, Premier Nutrition, Spangler Candy, Rivendale Farms, and Truwhip. For more information, visit www.smithbrosagency.com.
Smith Brothers also provides in-house production resources through Foothold Studios. Foothold offers its clients a streamlined production solution for photography, animation and video. For more information, visit https://www.foothold.studio.
About Spangler Candy
The Spangler Candy Company is a privately owned international confectioner that has been manufacturing and marketing candy since 1906. Headquartered in Bryan, Ohio, Spangler’s products include lollipops, candy canes, and marshmallow circus peanuts.