Spangler | Dum Dum Pops Campaign
November 2012
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Problem
Dum Dum Pops are a very inexpensive, mass-produced candy. They are very well recognized by their wrapper, but not necessarily by their logo. The general public is not as familar with the Spangler name as they are with the Dum Dums name. Although the product is very well recognized, they are not typically a favorite candy, they are more just a filler or given away for free.
Strategy
In order for an ad campaign and launch to be worth-while for a company like Spangler, and product as small and inexpensive as Dum Dums, it would need to sell a lot of product.
In our research, we found that large corporations are always going to buy Dum Dums. The research shows that providing free lolipops brings back happy customers, which is very well known to Dum Dums buyers. Therefore the goal for the ad campaign is to make Dum Dums seem more appealing to the general public. This will be achieved through a bright and fun new ad campaign, package design, and a commercial/video clip launch of the four new 2013 flavors.
Competition
Tootsie Pops, Laffy Taffy, Jolly Rancher
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4 New Flavors Ad Campaign
2013 is a special year for Spangler introducing the new flavors for Dum Dum Pops, which all happen to be drinks. We thought a fun and exciting way to show this would be to humanize the lollipops and give them a voice. To do this we really had to understand the personility of the beverages and give them a story, but also show their transformation from drink to lollipop.
We knew that our ads were going mostly text based, which allowed us make typeography a key element. We drawing type on paper and eventually bringing it on to the computer. From there we were able to render it and add corresponding colors and illustrations.
Flavor: Ginger Ale
Smaller Copy: That’s right, Ginger Ale, we loved you so much that we had to use you for our new line of flavors. But don’t get too cocky, Raspberry Lemonade, Sweet Tea and Apple Cider were also added. dumdumpops.com
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Flavor: Sweet Tea
Smaller Copy: Sorry Sweet Tea, but we loved you so much we had to borrow you for one of our four new flavors. Sweet Tea, Apple Cider, and Ginger Ale are also in for a shock. dumdumpops.com
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Flavor: Apple Cider
Smaller Copy: Sorry for the shock, Apple Cider, but we couldn’t help it. We’ve got to borrow, you for a little while to be a part of our new flavor collection. Your aren’t alone Raspberry Lemonade, Sweet Tea and Ginger Ale are also in for a suprise. dumdumpops.com
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Flavor: Raspberry Lemonade
Smaller Copy: Sorry Raspberry Lemonade, but we loved you so much we had to borrow you for one of our four new flavors. Sweet Tea, Apple Cider, and Ginger Ale are also in for a shock. dumdumpops.com
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New Dum Dum Pops Packaging
One of the main problems we had with the previous packaging is that you can never depend on the quantity of flavors you will get. You could easily get one cherry pops or ten cherry pops depending on which bag you pick up at random.
To fix this we decided to create "The Classic Flavors" line, that includes ten different flavors. Each flavor is organized into seperated into convient sections. Now the buyer will always have an equal amount of flavors per purchase. This also helps solve the problem of buying in bulk, as each compartment holds up to 10 lollipops.
We also wanted to launch "Our Newst Flavors" of 2013. To do this we used the same layout for the box as "The Classic Flavors", but made it for four different flavors instead of ten.
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Commerical
Our goal was to introduce the four new flavors and incorporate the story of the ad campaign into the commerical. We wanted it to be simple and sweet, and have the same style as the ads.
