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The Zandl Group’s Youth Market Hot Sheet, a trend-tracking report identifying the tastes and interests of tweens, teens and young adults, named Bazooka Bubble Gum television ads that aired last summer the top favorite commercial of boys ages eight to 12.
The 15-second Bazooka spots featured kids and teenagers in everyday situations offered one thing and rejecting the offer, demanding Bazooka Bubble Gum instead. One commercial featured a teenage baseball player responding to an umpire by singing “I don’t want no strike, all I want is bubblegum, Bazooka-Zooka bubblegum.”
The ads featured a catchy song and dance that has been a summer camp favorite for many years. The song had been adapted by kids from the 1950s number-one hit “Choo’n Gum” by Teresa Brewer. Kids at camp changed the lyrics to sing about Bazooka and last year Topps Confections, makers of Bazooka, brought the catchy song to a national audience in the ads that also featured the Brooklyn-based R&B Beat Box group “Tha Heights.”
Topps leveraged the concept across multiple platforms, including the ads and kids’ own Bazooka videos on www.BazookaJoe.com and www.YouTube.com websites. The Bazooka commercials, developed to appeal to kids age six to 12, are scheduled to begin airing again in March.