Before I get to the subject of today’s post, I wanted to thank everyone for giving CollectingCandy.com such a terrific response yesterday. Thanks for the Tweets, the site mentions, the comments, and the e-mails.
I approached that first article with the goal to write the kind of history that I would want to read, but had never really seen before. I’m gratified that people enjoyed my approach. I think this is going to be a lot of fun.
My post today is kicked off by a piece of packaging I only acquired this week. I’ve been looking and hunting for this one for the past few years, and finally tracking it down was pretty exciting. It’s an example of the very first Bubblicious bubble gum wrapper – Bubblicious’ “rookie card” if you will.
It was 1977, and following the huge success of Bubble Yum’s earlier launch in 1975, Warner-Lambert answered with Bubblicious. [Note: Wikipedia identifies Bubblicious as following after the success of Hubba Bubba - but that's not accurate. Hubba Bubba followed later, in 1979. We will forgive the Wiki - candy history is tough - but we are here to help.]
Bubblicious was the second major brand to enter the blockbuster new “soft chunk” gum category at the time. For the next 25 years, Bubble Yum, Bubblicious, and Hubba Bubba ruled the category.
Though I’m going to put together a comprehensive feature on soft-chunk gum for CC down the road, I did want to share a cross-section of packaging to enjoy today [Note: Even this is incomplete - also, the third pack from the bottom is not technically part of the timeline - it's a 1980's Canadian package design.] :
While soft-chunk is no longer the category leader that it used to be, it’s still out there. It can be tough to find, and you might get the idea that the flavor assortment is more limited than it used to be. If you do enough hunting, though, you might find all of the flavors currently available (I’m a big fan of the cotton candy flavor).
That’s all for today’s post.. well… okay, one more visual — my collection of exotic Bubblicious flavor packs from Japan.