Dum-Dums is a venerable 95-year-old brand. It has over 90% consumer awareness and recently became the #1 lollipop in the USA without any major advertising. The secret to the brand’s success had been its adoption by thousands of businesses as a way to put a smile on the faces of their customers and say thank you.
The challenge for Smith Brothers was to determine how to unlock what small businesses and their customers already saw in the brand and take the brand to an even higher level of success.
We had to break the conventions of the confections category where competitors spent huge production and media dollars on increasingly absurd scenarios in an effort to grab attention in this impulse-driven category.
Smith Brothers took a decidedly different approach, featuring heart-warming black and white animations that stood in stark contrast to Dum-Dums’ flashy competitors. Set against black and white, Dum-Dums colorful wrappers are the stars of each charmingly retro scene, replacing a little girl’s balloon and a first-date’s bouquet. We had the good sense to not create something new, but to invite everyone in to experience what they already loved.