Experiential
CHALLENGE: Take Dum Dums into a completely new space without altering its iconic, nostalgic identity. We set out to give the highly underrated lollipop the credit it deserves by proving its functional value in adult nightlife environments.
INSIGHT: The urge to smoke peaks with a drink in hand. Social smokers aren't always craving nicotine; they're craving the ritual, the relaxation, and the oral fixation. A lollipop scratches that exact same itch.
IDEA: Hijack the visual language and rituals of smoking culture. By placing Dum Dums directly in the environments where smoking triggers are highest, we offer a sweet, tactile replacement for the traditional cigarette break.
EXECUTION: We repackaged Dum Dums into classic, hard-pack cigarette cartons sold exclusively at liquor stores alongside the real thing. On the ground, a branded experiential van tours major EDM and music festivals, serving up custom lollipop-infused craft cocktails. Inside local bars, targeted coasters promote these signature drinks, intercepting the urge to step outside for a smoke with a better oral fixation.
CW: Alice Kate Scafide
AD: Benjamin Hamilton
https://framerusercontent.com/assets/MLWPbW1dUQawJLhhun3dBwpgJak.mp4