The Hubba Bubba song generated huge interest among children who wanted to learn the song and dance routine. Children had various touch points with which to connect with the message – from concerts, dancing events in schools and kindergarten, to TV and radio, or from the CD that was available at events or in retail outlets. But most importantly, they learned from each other. We created a true Hubba Bubba movement.

Hubba Bubba truly engaged and interacted with children. Free media coverage exceeded investment, while activity achieved content-status being included on seven TV channels, 40 radio stations (powerplay on 6), magazine interviews/editorial with a dance-step centrefold and 130 events involving 100,000+ participants. Brand awareness increased by 19% and trial rate 7%.