This month, in India we went live with a high decibel campaign for a new variant
of our much loved gum brand - Bubbaloo. Bubbaloo Cool Mint, our most recent addition
to the family, adds a twist to the Bubbaloo story.
When launched, Bubbaloo was targeted at Pre Teens. With Cool Mint, Bubbaloo broadens
its target audience and extends its reach to teenagers as well. Cool Mint is also
our first non-fruity, spearmint laden gum. Watch the blue and extremely refreshing
TVC here! The campaign celebrates, the extra juicy, centre-filled Ekdum Fresh (absolutely
Fresh) gum!
The communication focuses on the "mint filled liquid centre" of Bubbaloo and the
great freshness it provides. It also features "Bubba- the cat", the international
mascot for the brand Bubbalo
Keeping the renovation theme alive, Bubbaloo has added a new variant every year.
Bubbaloo currently sells in 3 exciting flavors – Strawberry, Blueberry and Cool
Mint.
Cadbury India entered the gum market in 2007 with Bubbaloo - a dominant bubble gum
brand worldwide. Bubbaloo is an innovative soft bubblegum with a centre filled liquid
that floods the mouth instantly on chewing. Currently, the brand boasts 9.5% share
in the Bubblegum market in India.
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