Dum Dums Lollipops Make Life Pop with Endearingly Simple Animations
Smith Brothers launches a series of animated stories as an antidote to today's turbulent times
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-second spots where a Dum-Dum replaces an object that brings joy during different stages of life. The 30-second spots are cut down into each life scenario as 15-second ads for social. Launching in mid-August, the campaign will run across numerous digital channels and social platforms.
“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.”
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Music Company: Duotone Audio Group
Executive Producer: Ross Hopman (Head of Commercial Music Production), Greg Tiefenbrun (Audio Post)
Audio Engineer: Andy Green
Sound Design: Andy Green
Illustrator: Rob Wilson
Animation Company: Aardman Nathan Love
Executive Producer: Jon O’Hara
Producer: Allison Robinson
Director: Ellen Su
Executive Creative Director: Joe Burrascano (Founder, CEO)
Creative Agency: Smith Brothers
Chief Creative Officer: Lindsey Smith, Bronson Smith
Executive Creative Director: Craig Seder
Copywriter: Molly Dilts
Founder: Lindsey Smith, Bronson Smith
Designer: Albany Carlson
Executive Producer: Matt Haritan
Account Director: Bianca D’Elia
Project Manager: Kristin Hanne
Genres: Animation, People
Categories: Food, SweetThe Marketing Standard, Fri, 23 Aug 2019 14:11:51 GMT