Bazooka Blows Onto Television for First Time in Nearly Two Decades Adapting a Bubbly Camp Song With 'Sticky-ing' Power - Audio Available

Bazooka Blows Onto Television for First Time in Nearly Two Decades Adapting a Bubbly Camp Song With 'Sticky-ing' Power - Audio Available

NEW YORK, Aug. 16 /PRNewswire/ -- After a 16-year absence from television, America's favorite bubble gum, Bazooka, is back on the air with new commercials beginning the week of 8/14/2006, as the re-launched gum simultaneously rolls onto store shelves. With an initial five week run, the 15-second spots will air on ABC Family, Nickelodeon, Cartoon Network, ESPN, Nick@Night and TEENick. The advertising concept takes its cue from a classic camp song. The chewy center of the new Bazooka marketing campaign are five commercials aimed at children ages 6-12, developed by Duval Guillaume/ New York.

To listen to the MP3 audio, go to:
http://content.onstreammedia.com/content/multivu/3429/25244.mp3

The creative for the commercials focuses on the "Bazooka-Zooka" song, originally a top 20 hit titled "Choo'n Gum" recorded in 1950 by Teresa Brewer. Over the years, it was adopted as a sort of anthem by young summer campers, who altered the lyrics to "Bazooka-Zooka Bubble Gum." In its newest adaptation, the song is performed by Tha Heights, a Brooklyn-based singing group, using a contemporary Beat-Box and R&B sound and tells of children who prefer Bazooka bubble gum over anything else.

"We heard rumors of a Bazooka camp song," said John Budd, vice president marketing for The Topps Company, makers of Bazooka. "Then one day an employee picked up his daughter at summer camp and witnessed kids spontaneously singing and dancing to it; from there the ad campaign was born. The song builds on the inherent bubble blowing and comic entertainment value of the brand."

The television advertising is part of a $1.22 million marketing campaign re-launching Bazooka, including online/viral components. Bazooka has been known for its square shape, "hard chew," distinctive smell and entertaining comics featuring Bazooka Joe and his gang. This summer's re-launch finds a new soft chew formulation, longer lasting flavor and bigger bubbles, while maintaining its same memorable scent. Ranked number one (84%) in Total Brand Awareness by the Bubble Gum Incidence Study, October 2004, the gum was also included in a psychological study of tastes and smells that recall memories. The study found Bazooka was one of the most frequently identified items.

Nearly 30 billion pieces of Bazooka have been sold since 1947; Bazooka is one of several top-quality confectionery brands of The Topps Company, Inc. For more information visit www.bazookajoe.com.

Audio: http://content.onstreammedia.com/content/multivu/3429/25244.mp3
Source: Bazooka

CONTACT: Nancy Davies, +1-847-295-4235, nancy@salmonborre.com, for
Bazooka

Web site: http://www.bazookajoe.com/

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