(NEW YORK) — Bazooka Joe, the fabled chewing gum company, is reported to be overhauling its brand, down to the iconic cartoons that kids have unwrapped for decades.
The New York Times says the company will do away with the retro wrappers in favor of puzzles and codes that will direct kids to its website, which will in turn receive a complete redesign.
The logo, colors, and marketing strategy will also change as early as January, reflecting worries that the image of the brand is too old-fashioned for today’s youth. Rather than traditional red, white and blue, Bazooka Joe will now feature graffiti-like splatters of fuchsia and yellow.
The corporation will take to the airwaves with commercials for the first time in five years, according to the Times.
It seems like the strategy is already working. The paper reports 7-Eleven and Target, who have not carried the brand for several years, will begin stocking their shelves with Bazooka Joe once more.
Copyright 2012 ABC News Radio
Madison Park, Keith Allen and Andreas Preuss, CNN