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Bomb Pop

Meeting Tweens where they’re at

Most Tweens (aged 9-14) and their parents know Bomb Pop as the seasonal summertime red/white/blue frozen novelty treat. We helped them move beyond limited occasion purchase by deepening relevance and resonance with Tweens, driving sales by inspiring the group to ask for Bomb Pop by name.

"Not One Thing" Case Study

Ambition

What makes Tweens special is their refusal to pick a single lane—they experiment with different outlets of self expression, identity, and interests—and this trait spills over into how they interact on digital channels. Our goal was to make Bomb Pop synonymous with Tween culture by putting the brand at the center of their universe, with content that celebrated them for all that they are—Not One Thing.

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A multitude of creative units surrounded Tweens and injected our spirit of fun, optimism, and visual delight through metaphorical mashups. These units were deployed through videos, social GIFs, memes, TikTok, SoundCloud, and Twitch—an array of platforms as diverse as our audience’s interests. By meeting Tweens where they consume media and providing them with true brand experiences, we tapped into and ignited their own multidimensionality, and engaged with this younger audience on a whole new level.

Action

We crafted a fully-integrated digital campaign called Not One Thing that lived up to its title in every aspect, all the way down to our media plan. Our content pushed creative boundaries and brought a unique world of mashups to life across key Tween channels, including TikTok, Twitch, SoundCloud, Instagram, Snapchat, Twitter, Facebook, Pinterest, and YouTube. Our campaign invited Tweens to delight in impossible combinations (both IRL and with frozen treats) and introduced them to a world created by mashup culture, infinite possibilities, and the idea that anything goes.

Achievement

Bomb Pop demolished stereotypical approaches and spoke to Tweens as they truly are—celebrating their interests, passions, and identities. Tweens embraced Not One Thing, resulting in a Top Hashtag Challenge of 2020 on TikTok and a 23.86 percent lift in brand awareness on YouTube. Tween reactions also drove strong sales with Bomb Pop’s household penetration growing 39 percent and retail sales growing 43 percent versus the prior year period. The TikTok Hashtag Challenge sparked tremendous creativity from our Tween target with 2.3 million video creations and 4.1 billion video views during the six-day contest. The #NotOneThing hashtag challenge led to a 35 percent lift in ad recall (317 percent above benchmark).

Bomb Pop - Not One Thing

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39%

increase in household penetration

43%

increase in retail sales

4.1B

TikTok video views during the six-day contest

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“Since Day 1, Bomb Pop has been a mashup of flavors, colors and textures. Deloitte Digital helped creatively articulate this ownable differentiation as 'Not One Thing,' bringing it to life across cutting-edge digital platforms that are hyper-relevant to our consumer target, resulting in sustained category-leading growth.”

Jeremy Hrynewycz, Senior Brand Manager, Bomb Pop

Interested? Get in touch

RICH WHALEN
Managing Director
Deloitte Digital
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