Adding the pop back to an iconic candy brand.

Our challenge was to unlock the equity of this nostalgic brand and (1) increase the frequency of Dum-Dums purchases from past, current & occasional buyers, and (2) increase relevance amongst a younger audience, convincing them to add Dum-Dums to their candy repertoire.

Now more than ever consumers long for simpler, happier times. Ask consumers what they think about when you say “Dum-Dums” and they’ll tell you it’s that feeling of joy they get when rooting around in a bowl and finding their favorite flavor. Dum-Dums gives them that “kid in a candy store” feeling, reminding them how sweet life can be.

Our advertising for Dum-Dums used the lollipops themselves (with their iconic shape and colorful wrappers) to tell a handful of sweet, emotional stories. In each spot the brand was the catalyst for joy, exploring universal themes of love, family, and friendship. 30- and 15-second cuts were used across social media and streaming services.

In 2022, we recreated the magic around the Halloween holiday (obviously, the biggest time of the year for candy sales). Following the same construct, we invented a spooky world full of joyful moments, with our classic candy inextricably woven in. We re-instituted the same winning channel strategy, with an increased focus on engagement for this effort.