MINNEAPOLIS: In celebration of Mr. Bubble's 50th birthday, the iconic bubble bath brand is hosting the world's largest bubble bath event at the Water Park of America, and Axiom Communications is handling the PR.
In addition to an 11-ft.-high by 16-ft.-wide bubble bath, which opened this past Saturday in Bloomington, MN, the 50-year-old brand is also debuting on Twitter and getting a Facebook facelift, said Kathleen Hennessy, principal at Axiom Communications. A Mr. Bubble character also visited New York City, and the agency is considering launching similar bubble bath events in other cities.
"Part of the program also includes developing relationships with key mom bloggers," she said. "We invited several mom bloggers and their families to the event, hosted a Twitter party with their input, and are conducting product giveaways on their websites."
To keep the brand fresh and relevant to moms with young children, Mr. Bubble recently introduced new packaging and product offerings, explained Jenna Thomas, assistant marketing manager at The Village Company, which purchased Mr. Bubble in 2008.
"The new design was done to be more animated and appealing to today's kids, while still maintaining the nostalgic feel parents know and love," Thomas said. "In addition, it was important to position Mr. Bubble for another 50 years by introducing products in new categories, such as hand soap, body wash, and bath [play toys]."
Thomas said the budget for the birthday campaign was "relatively small."