This is my student work on the difficult brand of Dubble Bubble and how they can reposition themselves among the vast competition in the bubble gum world.

1. Strategic Analysis

2. Overview
Goal
Brand History
Competitive
Research
Analysis
Consumer
Strategy

3. Goal
Differentiate Dubble Bubble
•New target 25-35 adults
•Fun factor
•Connect with the kid inside

4. A Brand History
The first bubble gum
Walter Diemer accidently
created Dubble Bubble DB given as WWII rations Sold to Tootsie Roll
First bubble blowing contest
1928 1942 1954 2004
1930 1950 1998 2005
Dub & Bub mini Mini comics now features Pud Sold to Concord Confections Last bubble
comics in every piece blowing contest

5. Dubble Bubble
Features and Benefits

6. Competitive
Change
The Caregiver
The Explorer
Belonging Independence
The Regular Guy The Advocate
The Creator
The Jester
The Hero
Stability

7. Trends
Industry Bubble gum is for kids
New soft chew bubble gum
Unstated expectation
Sugar-Free
Messaging Bubble gum is fun
Different Flavors
Bubble gum is for kids

8. What I did
Lurked on Facebook 3 one-on-one interviews
for 2 weeks
Wrote and distributed Explored competitors
an online survey websites
Observed
Listened to online
Cub Foods (30 mins)
chatter and Tweets
Super America(10 mins)
Ridgedale Mall (1hour)

9. What I found
Bubble gum is...
a color
a flavor
a metaphor
a story
a machine
Who’s talking...
Teens and Tweens
What are they saying “I was playing in the street with my toy
water pistol one day when I was about 7.
Then, I got the brilliant idea that if I stuck
“i eat gum probably 8 times a day but my teeth
r still healthy and clean” a piece of green bubble gum - mixed with
fresh tar that had just been poured on the
“I LOVE BUBBLE GUM BUT I GOT BRACES!!!! :(“ street - down inside my squirt gun, it would
blow a bubble if I pulled the trigger. But it
“I only eat sugarfree gum...” didn't work. That was the end of that squirt
gun!”

10. What I found
People watching at Cub
• Observed for 30 min. Monday 5pm
• Sneeky aisle set-up
• Women shoppers and grocery lists
• Grocery shopping = chore
• 1 purchase

11. What I found
People watching at SA
• Observed for 10 min. Wed. 5pm
• About 10 people in line, 1 gum purchase
• Candy aisle = kids
• POP displays = adults
• Uncomfortable and in a hurry

12. What I found
People watching at Ridgedale
• Observed for 1 hour, Tus. 6pm
• Sugar Mama
• Children instigated purchase
• Immediate consumption
• Gum = pink
• Excused dad
• Opportunity vs. Obstacle

13. What I found
One-on-one Interviews
“I don’t chew bubble gum because
it has too much sugar in it.”
“I remember when I got bubble
gum in my hair and my mom had to
cut 3 inches off to get it out.”
“I hate it when I get gum stuck
to the bottom of my shoe.”
“ABC gum”

14. Survey Results
Average age of participant
27
Gum is chewed
Snack Preference
50
37.5 8%
25% 8%
33% 33%
percent
25 8%
12.5 17%
16% 25%
0 25%
Sometimes Often Every Time
Gum
Rarely Gum offered Gummie Bears
Sometimes
Gum accepted Friut or Veggies
Often
Chocolate
Everyday
Baked Goods
Salty Snacks
Most recalled gum brand
most important aspect of gum Stride
Most common answer
Longevity and Flavor Bubble Gum = Pink

15. What does it mean?

16. Pink

17. Art

18. Playful

19. Sharing

20. Social

21. Conversation

22. Consumer Profile
Demo: Men ages 25-35, More affluent, “firsts”
stage of life, skewed married with young children,
Suburban dweller, corporate American
Media Consumption
TV, Social Media, Special
Interest magazines
I use gum for...
Stress relief
Reduce cravings
Keeping my teeth healthy
Clean my mouth/breath
I shop
“When offered gum I take it to be
nice, even if I don’t want it.”
“I used to chew bubble gum as a
kid.”
“Bubble gum has too much sugar.”
Consumer learning If at a party...
Friends testimonies drinking wine, because it is
Reviews of products online sophisticated, but really wants a beer
Tutorials on YouTube
Search Engines

23. Insight
Gum is an invitation

24. Come mingle in the social bubble

25. Come mingle in the social bubble
Invite Socialize Share Experiences
Engage Conversation Involved

26. Creative Brief
Problem
Clear separation between bubble gum and chewing gum. We need to re-
excite the audience about Dubble Bubble and find an emotional appeal
to share with others.
Audience
Men ages 25-35 who occasionally chew gum.
In their “first” stages of life.
Motivated by stress reducing activities
Feel the need to impress society
Insight
Conversations are instigated by gum.
We need to find a bridge between mint gum and bubble gum, where one
feels formal and other feels laid-back and friendly.
Strategy
Come mingle in the social bubble.

27. Questions?