Lollipop idol
A candy brand used a music-based platform to re-energize its market presence.
The challenge
With a 56% market share, Bon Bon Bum is the market leading lollipop in Colombia. Our challenge was to keep the brand emotionally relevant to its youthful target market by finding and owning an activity that could provide a long-term platform for the brand
Our insight
Music holds a strong appeal for most young people, and because of its inherent diversity, it can act both as a unifying and a distinguishing force. A music-based idea would enable us to build a strong emotional platform to engage a broad cross-section of our target audience
Our solution
We created a nationwide talent show for solo singers or groups, the first time such an activity had been associated with the candy category.
We teamed up with media giant GLP to promote the show - Top Music Bon Bon Bum 40. Helped by advertising on TV, press, outdoor, online and radio, Top Music attracted over 900 groups and soloists. The contestants performed on 40 Principales, one of GLP's leading radio stations.
Listeners were invited to vote using text messaging and lollipop wrappers. The final, featuring the most popular acts, was broadcast live on 40 Principales. The winning singer, Daniela, has now been contracted to work with Bon Bon Bum on her first album.
Top Music has now become an established annual activity for the brand, firmly associating Bon Bon Bum with music
The results
- Over 900 participants
- Over 10,000 Bon Bon Bum wrappers used for voting
- Established as annual activity
A GroupM Company