Bon Bon Bum's new campaign really sucks
In a sweet (pun intended) two-minute documentary, the Latin American lollipop company takes us into its sponsorship of Miami FC, Miami's historic club that's currently sitting at the bottom of the league table.
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View on- Agency Fred & Farid/New York
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Credits
powered by- Agency Fred & Farid/New York
Everybody loves an underdog. Just ask Apple. But not every brand wants to slap its logo on an underdog's shirt, especially if it currently sit at the bottom of its league.
Step forward Bon Bon Bum, the Latin American lollipop company, who charmingly play with the concept of 'sucking' in their sponsorship of Miami FC, the historic club that's currently in a bit of a losing streak, and were placed at the bottom of the USL in 2024.
In this witty campaign from Fred & Farid New York, Suck at Something, audiences are given access to the locker rooms and training sessions throughout the pre-season, providing a story of resilience and inspiration.
"Last season didn’t go our way, but guess what? We’re coming back stronger," said Miami FC’s Vice President of Marketing Nathan Krum. "With Bon Bon Bum in our corner, we’re reminding athletes and fans everywhere that setbacks don’t define you—how you bounce back does."
"With Miami FC, we’re showing the world that hard work (and a little bit of sweet motivation) pays off. Because when you’re down, there’s only one way to go: up!" adds César Caicedo, CEO of Colombina. "At Bon Bon Bum, we know that sucking at something isn’t a failure - it’s the first step toward greatness.
"Falling, fumbling, and getting back up again is how the best stories are made, and we’re here to cheer everyone on, one lollipop at a time."
