Wells Enterprises

Amanda Susemihl, Associate Manager, Consumer Insights
Meg Graeff, Senior Brand Manager
Joe Brooks, Vice President, Marketing
Annie Gianakos, Senior Manager Sensory & Consumer Research
Sharon Thomas, Senior Associate Brand Manager

VMLY&R *Lead Agency

Jeff Beck, Creative Director
Molly Marshall, Senior Connections Manager
Nathan Jokers, Connections Director
Scott Mendlinger, Copywriter
Vanessa Fuss, Associate Director Strategy
Nadiya Ali, Connections Manager
Phil Krueger, Connections Supervisor
Maggie Knoll, Connections Director
Ryan O'Keefe, Connections Manager

Within a crowded category where Unilever’s Popsicle has “Kleenex-esque” status, Bomb Pop needed kids to be asking for Bomb Pop by name. Using Gen Z culture as a muse, Bomb Pop created a Gen Z 360-degree campaign that brought summer to life on their terms, heroing Bomb Pop in a way that felt authentic and native to the digital places Gen Z was accustomed to. Bomb Pop saw its sales velocity more than double that of the entire “popsicle” category and saw the third highest brand share increase among competitors.