Confectionary advertising is an opportunity for creatives to let their hair down. Every now and then, frivolous fun is woven brilliantly into a strong advertising idea. Fred & Farid New York’s US campaign for Bon Bon Bum, Latin America’s iconic bubblegum-filled lollipop, is a case in point.
Bon Bon Bum has sponsored Miami FC, a Division II professional men’s soccer team in the United Soccer League Championship (USLC). Because the team sucks.
Why would Bon Bon Bum sponsor the lowest-ranked soccer team in the USL Championship? Here is the idea. “Because, as a lollipop brand, it loves people who suck. When you suck a Bon Bon Bum lollipop, you’re able to reach the gum-filled centre. And, when you suck at soccer, you’re able to get back up again and keep playing your best. And if anyone knows about bouncing back, it’s Miami FC, who battled through a tough 2024 season (3-2-29) but is ready to turn the tide. Through this campaign, the lollipop brand is reminding everyone that sucking at something is just the first step toward a sweeter outcome.”
“Last season didn’t go our way, but guess what? We’re coming back stronger,” stated Miami FC’s vice president of Marketing Nathan Krum. “With Bon Bon Bum in our corner, we’re reminding athletes and fans everywhere that setbacks don’t define you—how you bounce back does.”
“With Miami FC, we’re showing the world that hard work (and a little bit of sweet motivation) pays off. Because when you’re down, there’s only one way to go—up,” added César Caicedo, CEO of Bon Bon Bum parent, Colombina. “At Bon Bon Bum, we know that sucking at something isn’t a failure—it’s the first step toward greatness. Falling, fumbling, and getting back up again is how the best stories are made, and we’re here to cheer everyone on, one lollipop at a time.”
The campaign aims to inspire (and empathise with) people to embrace failure as a stepping stone to greatness – it’s brave to suck at something and the only people who really suck are those who don’t try.
