Bazooka puts reality TV rivalry center stage in social-forward campaign
Two stars of “The Secret Lives of Mormon Wives” go head-to-head in an effort that features in-person activations and a social content series.
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Two stars of “The Secret Lives of Mormon Wives” go head-to-head in an effort that features in-person activations and a social content series
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Two stars of “The Secret Lives of Mormon Wives” go head-to-head in an effort that features in-person activations and a social content series
Let Marketing Dive's free newsletter keep you informed, straight from your inbox.
With “The Great Candy Battle: MomTok Edition,” the candy maker combines internet drama and nostalgia to connect with parents.
Bazooka’s latest multichannel campaign taps into MomTok drama in a month-long push to promote four of its most recognizable brands. By featuring Neeley and Draper, “The Great Candy Battle: MomTok Edition” straddles the increasingly blurry line between social media and TV stardom, reaching the creator audience looking for mom tips and tricks and the reality TV audience looking for fierce rivalry and competition.
The social content series also follows a wider industry shift towards branded media . As the fight for attention grows, branded media like movies and social series are able to promote brands in a way viewers might find interesting while avoiding traditional short-form advertisements many ignore.
“By handing the mic to Jessi and Mayci, two of the biggest breakout personalities and candy lovers to come out of MomTok, Bazooka Brands is proving that authentic, creator-fueled competition travels further than any traditional ad campaign,” said Dave Dreyer, CMO of Bazooka Brands, in press materials. “Programs like the Great Candy Battle help put our iconic brands back at the center of culture where they belong.”
The effort kicked off in early August in New York with three on-premise activations. Draper is promoting Ring Pop and Push Pop and Neeley is pushing Juicy Drop and Baby Bottle Pop. Both influencers appeared in Times Square, sampling products near billboards for the campaign. Draper went on the subway with Pushy, the Push Pop mascot, to conduct interviews and a flavor-guessing challenge. In Union Square, Neeley hosted a nightlife-inspired experience featuring Baby Bottle Pop products.
“The Great Candy Battle: MomTok Edition” will also have a presence in select retail stores and a pop-up in Salt Lake City later in the month.
MomTok has proven to be a popular and influential corner of the internet, with 11.7 million videos on TikTok alone. The internet subculture went mainstream with the premier of “ The Secret Lives of Mormon Wives " in 2024. The show documents the somewhat scandalous lives of some of the platform's most high-profile mommy influencers.
MomTok isn’t without its controversies. Taylor Frankie Paul, a prominent member of the cast, was set to be the star of ABC’s March 2026 season of “The Bachelorette.” However, the season was cancelled after a video of a violent argument between her and her then-boyfriend went viral on the internet. MomTok, and family vlogging in general, has also garnered criticism around child safety and exploitation, privacy and a lack of legal protection for the minors featured in the content.
Dreyer was appointed the CMO of Bazooka Brands in December, having most recently served as the top marketing executive of Starco Brands. The appointment comes as the candy maker looks to increase cultural relevance to promote long-term growth.
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本条目归入「Brand Marketing」垂直，涉及真实话题：brand、consumer。
· 市场：关注 brand、consumer 对相关品类与竞争格局的潜在影响。
· 消费者：受众行为与偏好变化值得追踪。
· 品牌：本动向对品牌资产建设的启示。
· 渠道：内容分发与触点组合（社媒 / 电商 / 线下）的协同值得复盘。
· 核心话题：brand、consumer。
· 可思考：如何把「brand」的洞察，转化为可衡量的内容与增长动作？
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Bazooka’s latest multichannel campaign taps into MomTok drama in a month-long push to promote four of its most recognizable brands. By featuring Neeley and Draper, “The Great Candy…
Let Marketing Dive's free newsletter keep you informed, straight from your inbox.…
Bazooka’s latest multichannel campaign taps into MomTok drama in a month-long push to promote four of its most recognizable brands. By featuring Neeley and Draper, “The Great Candy…