Hubba Bubba made its way straight to the target group. Using a bus parked in front of schools, Wrigley was able to make a direct connection. By means of the unexpected feature, which was well-matched for the target group, the brand was able to demonstrate credibility. Samples of the product and one-to-one conversations were additional tools used to connect with the target group and introduce the target group to Hubba Bubba.

The “Hubba Bubba bus” has become an attraction. Following the extremely positive reactions, we are currently considering sending the “Hubba Bubba bus” on a journey to other European countries.