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HUBBA BUBBA
A SCAD SOCL CAPSTONE BY JAKE RICHARDSON
THE HUBBA BUBBA BRAND
Hubba Bubba, launched by Wrigley (now part of Mars, Inc.) in 1979, is a bubble gum brand famous for its large bubbles, playful flavors, and fun branding. Known for innovations like bubble gum tape, it’s a favorite among kids and teens, focusing on lighthearted, fun experiences. Hubba Bubba promotes fun, creativity, and nostalgia. The brand highlights bubble-blowing as a carefree, playful activity for all ages, encouraging enjoyment through simple moments of fun.
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EXECUTIVE SUMMARY
The Hubba Bubba Playbook leverages extensive market research and consumer trends to enhance social media engagement across key demographics. The primary objective is to grow brand awareness and position Hubba Bubba as the preferred choice for nostalgic, fun bubble gum experiences. The strategy employs a vibrant social media campaign, utilizing user-generated content, influencer partnerships, and storytelling to forge strong emotional connections with consumers.
Building on this foundation, the "Kid Again Campaign" taps into nostalgia to reconnect with Gen Z and Millennial audiences, evoking the joys of childhood and providing a playful escape from daily stresses. Through a multi-platform approach that includes engaging digital content, interactive challenges, and immersive brand experiences, Hubba Bubba aims to reinforce its position as a fun and carefree brand, enhancing loyalty and market presence.
THE OBJECTIVE
To explore the factors that contribute to sustained brand loyalty among Gen Z consumers for Hubba Bubba compared to competitor bubble gum brands.
THE STRATEGY
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MEET THE TEAM
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THE REFLECTION
My journey at SCAD has been a transformative experience that shaped my skills in social media strategy and content creation. Originally entering SCAD with a focus on Film and Television, I quickly realized my passion for digital storytelling and shifted to Social Media Strategy & Management. Over the past three years, I’ve honed my ability to craft data-driven content strategies, lead social media campaigns, and create compelling visual narratives that engage audiences.
Developing this playbook has been both challenging and rewarding, pushing me to refine my strategic thinking while exploring new creative possibilities. This project encapsulates the skills I’ve gained in content marketing, audience engagement, and campaign development - critical elements in today’s digital landscape. I’m grateful for the mentorship of professors like Jenny Pereira and Erika Conleay, as well as the support of my advisor, Julia Walls, who helped guide my academic path. As I close this chapter, I leave SCAD with a deep appreciation for social strategy, a sharpened creative vision, and the confidence to craft impactful brand narratives.