Bazooka gum gets an updated look that "feels right for today"

11/29/2012 | New York Times (tiered subscription model), The

Bazooka bubble gum is re-imagining itself to stanch a steep decline -- the overall bubble gum category is shrinking, and the Bazooka brand is falling even faster. Package design will transition from red, white and blue to "more saturated hues like fuchsia and yellow, and with the splattered-paint look of graffiti," writes Andrew Adam Newman. The usual comic panel inside is being changed to brain teasers, and traditional characters Bazooka Joe and Mort will appear only occasionally. The skateboard- and graffiti-influenced style "feels right for today," said designer Ken Carbone, who reviewed the new look.

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