Best Social Media Led Campaign (first place) at the MAA Best Awards.
The UK’s original bubble gum brand was in trouble. Hubba Bubba’s sales were in decline and the brand had lost connection with its target audience of teens.
We turned Hubba Bubba's dated status into a powerful asset - teens love an original. More important, they’re desperate to display their originality. As Britain’s first bubble gum brand, Hubba Bubba was perfectly positioned to introduce the “Now That’s Original” campaign.
We made Hubba Bubba one of the earliest brands to adopt the meme craze, positioning the gum as a curator of all things original on Facebook.
We then challenged fans to construct their own bit of originality and rewarded them for doing so.
(We were also a couple of years ahead of the pug craze)
A shopper campaign supported the online effort.
Hubba Bubba fans had loads of fun, but what delighted Hubba Bubba was hitting the goal of stopping sales decline.
In fact, sales rose by 7%.
