We believed looking at a chewing gum bubble as more than a mere chewing gum bubble could be interesting. So we addressed parents in our communication and presented a scenario where two kids, on their first day in school, try to outdo each other by blowing a chewing gum bubble bigger than the other. Eventually one kid’s chewing gum bubble bursts. The other kid’s chewing gum bubble (the kid who has 'Big Babol') remains intact.

The chewing gum bubble that remains intact, is in fact, the kid’s own bubble of confidence and self-belief.