Bomb Pop Targets Tweens in New 'Not One Thing' Campaign
Grace Mahas — August 11, 2020 — Marketing
References: mobilemarketer
Bomb Pop, the popular frozen dessert made by Wells Enterprises, recently launched the 'Not One Thing' campaign targeted at tweens. The social media campaign highlights the brand's new frozen treat, dubbed Middles, that's a "mash-up of flavors" and highlights tweens desire for "individuality" and "self-expression."
The Not One Thing campaign was rolled out on Gen Z's preferred social media platforms including TikTok, SoundCloud, and Twitch, alongside online activities on Instagram, Facebook, and Pinterest. The campaign encourages teens to participate by creating their own content with specific effects including 'Squad Up for Bomb Pop Middles' on Twitch, the livestreaming platform, to appeal to gamers, as well as a 'Bomb Pop Middles Summer Jams' contest on SoundCloud, the audio streaming platform.
Image Credit: Bomb Pop
The Not One Thing campaign was rolled out on Gen Z's preferred social media platforms including TikTok, SoundCloud, and Twitch, alongside online activities on Instagram, Facebook, and Pinterest. The campaign encourages teens to participate by creating their own content with specific effects including 'Squad Up for Bomb Pop Middles' on Twitch, the livestreaming platform, to appeal to gamers, as well as a 'Bomb Pop Middles Summer Jams' contest on SoundCloud, the audio streaming platform.
Image Credit: Bomb Pop
Trend Themes
1. Interactive Hashtag-branded Campaigns - Disruptive innovation opportunity: Explore new ways to engage with consumers through interactive hashtag campaigns.
2. Targeting Tweens - Disruptive innovation opportunity: Develop products and campaigns specifically tailored to the tween market.
3. Gen Z Social Media Platforms - Disruptive innovation opportunity: Utilize emerging social media platforms, such as TikTok and Twitch, to reach and engage with Gen Z consumers.
Industry Implications
1. Frozen Desserts - Disruptive innovation opportunity: Create innovative and unique frozen dessert products that appeal to younger demographics.
2. Social Media Marketing - Disruptive innovation opportunity: Find new and creative ways to leverage social media platforms for marketing purposes.
3. Entertainment and Gaming - Disruptive innovation opportunity: Explore partnerships and collaborations with gaming platforms to create interactive brand experiences for consumers.
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