Lettersnatcher

In the early eighties, my friend, Jose introduced me to the classic bubble gum, Bazooka. His parents worked in Nigeria. Each time he came for holidays in India, he would bring these flavorful Bubble Gums. They were much better than those available in India. One main attraction was the classic Bazooka Joe comic strip. It was filled with fun.

Jose and I parted ways after school and that was the end of me getting anymore Bazooka gums. Surprisingly, yesterday, I found Bazooka Joe in a dollar store. I couldn’t resist buying it. It seemed as if the packet was beckoning me, asking me if I had forgotten it. It reminded me of its smell, the first sweetness and how it would make the biggest bubbles ever! I thought of the adventures of Bazooka Joe and my friendship with Jose. I remembered the fun times in my childhood. Of the many times, Jose and I competed to make the biggest bubble. The gum would sometimes burst flat on our faces and make a real mess.

Without hesitation, I purchased it and tried it. Forty years later, its familiar taste brought back memories and the power of genuine branding. It reminded me of the thoughtfulness of my friend who never neglected to bring it every summer.

Established in Brooklyn in 1947, Bazooka revived its throwback packaging and original comics in 2019. After trying it after 4 decades, it only brought back good times and the freedom and happiness of youth.

Why do some brands stick and others don’t? They stick because they are made of love for the consumer. There are no gimmicks, no competitive promotions because they know they are worth what they claim to be. A true classic, Bazooka unwraps our connections to our childhood. It evokes the sense of smell, taste, and emotions of a bygone time.

In a world with artificial gum that tastes like mouthwash, brands like Bazooka prevail. Why? They were thoughtfully made with sincerity and love. There were no strategic marketing meetings, slide decks, competitive intelligence analysis, AI and a whole chain of approvals and consultants.

Real branding evokes loyalty, emotion and a feeling of togetherness. Does your brand tell a story?