Bomb Pop

Not One Thing

Bomb Pop needed their new product Middles to be a hit with Gen-Z. But Zoomers are notoriously hard to convince, or even classify. So we loudly embraced the inspiring fluidity and weirdness of our audience with a campaign that positioned these frozen treats as NOT ONE THING—just like them. The result was a multi-platform, cross-promotional mashup that reinvigorated a classic brand and took over TikTok, logging 14 billion hashtag impressions and getting lauded as one of the platform’s most-creatively inspiring campaigns of 2020.