• Ad Age, Tuesday, March 28, 2006 12 PM

Bazooka bubblegum, a venerable brand that one generation fondly recalls but is virtually unknown among another, will be relaunched this summer by Topps Co. The gum category is currently enjoying a renaissance and Topps wants to cash in while the going is good. The only problem is that the product's primary target group has never heard of it. "We've almost missed an entire generation," said Paul Cherrie, Topps managing director. The brand has received virtually no marketing support for the past decade and subsequently is unknown among today's six- to 12-year-olds, the group that makes up the biggest group of bubble-gum purchasers. The Bazooka relaunch is Topps' No. 1 priority over the next two years, Mr. Cherrie said, because it is the "strongest and most under-leveraged brand franchise we have," and because gum is currently outperforming many of the other segments Topps is part of within the non-chocolate confectionary category. The $4 million relaunch includes a kid-targeted TV campaign this July that will run on networks including Nickelodeon as well as a push with Internet and PR initiatives. Gum sales grew 3.4% to $1 billion in food, drug and mass outlets excluding Wal-Mart for the 52 weeks ended Feb. 19, according to Information Resources, Inc.

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