The house of Mars Wrigley recently launched their bubblegum brand Boomer in a new blueberry flavour. It also launched a digital campaign, featuring actor Radhika Madan, to promote the same and to target Gen Z across social media handles.
To further amplify the film, the brand and Mediacom- the agency behind the film- partnered with the youth platform Viral Fission on Instagram which reaches out to approximately 2200 campuses and their students.
Viral Fission further amplified the film through its own ambassadors. They developed Instagram filters for Boomer flavours and urged their followers to engage with the filters.
For example, one of the challenges asks participants to blow the biggest bubble possible and further tag their friends in the challenge.
Aditya Anand, Chief Revenue Officer- Viral Fission, said, “Boomer is a legacy brand and most millennials have grown up eating Boomer. We relate to it at a different level. We wanted to recreate the same nostalgia for today’s youth because there is not one legacy brand out there in the gum space.”
Asked why did they not use influencers like other players, Anand said, “While we love influencers and what they do, we also know that we as individuals have some influencing power in our own environments/universes. An average college student may not have millions of followers but they definitely have 15-20 friends whom they can influence and affect their consumer behaviour.”
“Our aim at Viral fission has been to empower students to unlock their true potential and become nano influencers in their own regard and circles,” he added.
So far, the campaign has garnered 2,00,000+ impressions and 1,000+ youth ambassadors have participated in challenges.
Varun Kandhari, Marketing Director, Mars Wrigley, India, said, “Boomer is a legacy brand for us at Mars Wrigley that has over the years become a favourite for our consumers in India. Building on the keen sense of nostalgia attached to Boomer, we have introduced a new flavour that is fruity, quirky and tastes like childhood. With the launch of Boomer flavoured Blueberry, we aim to bring more innovation in the gums category with a unique twist to a brand that consumers have always loved. Mars Wrigley enjoys a loyal fanbase and with this vibrant film, we hope to celebrate the fruitiness and the joy associated with it.”
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