Pops still got it.

Campaign
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A Century of Sweetness

How do you celebrate 100 years of sweetness?

With even more smiles, of course. So as Dum-Dums hit their 100th anniversary, we rolled out a massive social campaign to mark the centennial. We knew there was a lot of love for the brand. We just needed to activate the nostalgia, helping the iconic candy gain new relevance on TikTok.

We unleashed its fanbase with some truly delightful (and just a bit unhinged) content. And because Dum-Dums’ flavors inspire such fierce loyalty, we even enlisted the public to help us vote for America’s Flavorite. In the end, Cotton Candy ranked first. But the real winner was Dum-Dums itself, reminding everyone how much they love the brand.

Branding

Placeholder Image? Dd branding

TikTok

Social Strategy

From Blue Tongues to Scrolling Thumbs

We leaned into the weird and wonderful nature of TikTok, from designing campaign posters for each flavor to revisiting old commercials (the ‘90s were a strange time) and launching a branded effect. We even featured the Dum-Dums drum man, a staple of the brand since 1966.

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Branded Effect

Flaunt Your Favorite

We launched a branded effect letting people transform into their favorite flavor. And fans got really, really into it—bumping it to the top 1% of all branded effects on TikTok.

Organic Social

No Days Off

We didn’t just post fresh content every day. We joined the conversation, stitching user videos, hopping on trends and even getting in on brat summer.

Follow @realdumdums on TikTok

Paid Social

More Of A Good Thing

Our media buy worked hand-in-hand with the organic strategy to boost top-performing posts from the Dum-Dums and influencer accounts. The paid TikTok campaign led to performance in the top 25% in the category for CTR, clicks and CPCs.

Influencers

Meet Our Birthday Ambassadors

We tapped three influencers to help spread the word—from a candy enthusiast to relatable parents to everyone’s favorite old-lady-slash-toddler, Evelyn Mae.

Website

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Landing Page

Settling A 100-Year-Old Debate

Fans got to vote for every flavor ever made—and buy single-flavor bags of top faves—on our custom landing page.

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America’s Flavorite

And The Winner Is

When Cotton Candy beat out the competition, we refreshed the page to celebrate. And let its fans enjoy the victory with Cotton-Candy-only bags.