Spanger Candy's Dum-Dums launched its first advertising campaign for the candy lollipops in 30 years, spotlighting the tagline that reads "Make Life Pop." The brand told MediaPost that this inspiration stemmed from the "research that found that lollipops give people optimism in our uncertain times."
The 30-second commercial is animated and boasts a simplistic design nodding to its heritage -- the lollipop brand has been in circulation since 1924 and aims to capture the positive emotion that is true to its branding. The digital commercial feature old-timey-style drawings in black and white, contrasted with the colorful lollipops. Spangler Candy's Director of Marketing, Evan Brock speaks about the campaign, "Our goal with this campaign is to be ourselves and deliver a pop of positivity to kids of all ages.”
What Makes This Trend Stand Out
- Positive-themed Ads
- Brands can tap into the consumer desire for positivity by creating animated ads with simplistic designs that convey positive emotions and optimism.
- Nostalgic Branding
- Brands can leverage their heritage and incorporate old-timey designs into their advertising campaigns to bring a sense of familiarity and nostalgia to consumers.
- Research-driven Marketing
- Brands can use research to identify consumer desires and emotions, and then use that information to create ad campaigns that resonate with target audiences.
Sectors Adopting This
- Food and Beverage
- Food and beverage brands can create positive-themed ads that emphasize the emotional benefits of their products to appeal to consumers' desire for optimism and positivity.
- Advertising
- Advertising agencies can leverage the trend of positive-themed advertising and use research to create campaigns that resonate with consumers and foster positive emotions.
- Media and Entertainment
- Media and entertainment brands can create nostalgic ads that evoke feelings of familiarity and warmth to connect with audiences and communicate positive messages.
