Everybody loves the classic red, white, and blue Bomb Pop. But how could this legacy brand get Gen Z to care about Middles, a new product line designed just for them? We helped Bomb Pop make an authentic connection with their new audience by embracing the complexity at the core of the product. Because Gen Z is a glorious contradiction that contains multitudes. And same goes for Bomb Pop Middles, but with taffy. The result was a multi-platform, cross-promotional mashup that logged over 14 billion hashtag impressions and was lauded as one of TikTok’s most-creatively inspiring campaigns of 2020.