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.”