Costa Rica
Aeropuertos Argentina
Costa Rica
Aeropuertos Argentina
Bon Bon Boom
U.S. Market Launch
Building Cultural Relevance for a New Market
For the U.S. launch of Bon Bon Boom, SRP developed a campaign designed to do much more than introduce a product.
Our goal was to transform a well-established Latin American brand into something American consumers could immediately understand, remember, ask for, and share.
The project brought together product positioning, cultural adaptation, creative strategy, retail communication, and consumer engagement within one unified launch platform.
Launching a brand in a new market isn't an exercise in translation. It's an exercise in creating immediate cultural relevance.
The Challenge
Introducing a Familiar Brand to an Unfamiliar Audience
Bon Bon Boom already enjoyed strong recognition across Colombia and many Spanish-speaking markets, where generations of consumers had grown up with the brand.
The U.S. presented a completely different scenario.
Consumers didn't share that history, and the product entered an established candy category where bubble gum-filled lollipops already had strong shelf presence and brand recognition.
The challenge wasn't simply translating existing communications.
We needed to preserve the brand's vibrant personality while making it immediately relevant to American consumers.
People had to:
- Understand the product instantly.
- Remember the name.
- Connect it with a fun, memorable idea.
At the same time, the campaign needed to support retail distribution across major national chains while encouraging ongoing engagement through social media.
The Solution
Creating a Language Consumers Already Knew
Everything started with one simple idea: "Do you have a BFF? Now you've got a BBB."
Rather than asking consumers to memorize an unfamiliar brand name, we connected BBB (Bon Bon Boom) with one of the most recognizable acronyms in American culture: BFF (Best Friends Forever).
That simple verbal connection made the brand easier to remember while associating it with friendship, sharing, and youthful self-expression.
From there, we built an energetic campaign system featuring bold typography, vibrant colors, dynamic movement, and the line:
"Enjoy an Intense Flavor Explosion."
The creative platform extended beyond advertising through retail promotions, printed materials, and social media.
To encourage participation, we also developed an interactive word-search activity featuring the brand, flavors, and product attributes, helping extend engagement while making product discovery part of the experience.
Results
A Launch Platform Designed for Growth
The campaign gave Colombina a cohesive platform for introducing Bon Bon Boom to the U.S. market.
Brand awareness, product education, retail communication, social media, and consumer engagement all worked together under one creative idea.
The result was a launch that respected the brand's Latin American heritage while giving it a new voice tailored specifically for American consumers.
Bon Bon Boom remained colorful, energetic, and unmistakably itself.
It simply learned to speak the language of its new audience.