MUMBAI: Mars Wrigley India has launched Boomer Lollipop. The aim is to bring a twist to the gum brand. Boomer aims to create an impact on the Rs. 800 Crore lollipop category, aiming to redefine a segment often perceived as kiddy and childish. Boomer aims to reshape the lollipop landscape added the company.
The launch introduces a lollipop in three variants: Strawberry, Orange, and Watermelon each crafted to resonate with the spirit of today’s youth. The campaign is rooted in self-expression and confidence, Boomer Lollipop stands up for individuality and against bullying, echoing the progressive values the brand champions. Leading this charge is brand ambassador the cricket bowler Jasprit Bumrah, whose calm confidence and effortless swag reflect everything the Boomer Lollipop stands for the company explains.
Backed by a TVC, the campaign unfolds on a cricket ground where a young player is faced with a hostile group. Just when it seems like the pressure might crack him, the Boomer Lollipop delivers an unexpected surge of swag, changing the game and transforming the player’s vibe. Narrated by Bumrah, the story flips the script on intimidation with a light touch and a clear message —when you enjoy a Boomer Lollipop, your swagger speaks for itself, and you change the game.
“Boomer has stood for everything fun and strawberry at its core, for several generations. We are expanding this equity to the fast-growing segment of lollipops. Accompanying a strong launch in trade we have Jasprit Bumrah lending his brand of fun and swag to Boomer Lollipop. The creative campaign crafted with DDB and Essence Mediacom projects the swag and attitude associated with Lollipops but perhaps lost over the last decade. From the factory to trade and in the media, our associates have added special touches to make this new launch truly unique and carve a space for Boomer at front of store and in people’s minds”, said Nikhil Rao, CMO, Mars Wrigley India.
“It’s always great when you get to work on a brand with such a strong memory structure and a brand ambassador whose name also has an effortless connect to the brand. What we now had to do is bring it all together to give a new attitude to Boomer’s newest format – Lollipop,” said Rahul Mathew, CCO, DDB Mudra Group
The product is made at Mars Wrigley’s Baddi facility.
