Is the Bubblicious Gumball Machine Just a Flash in the Pan?

Bubblicious is an offshoot of the American Chicle Division of Warner-Lambert, Inc. The company began producing the popular chewable gum in the late seventies, in response to all the high interest in Bubble Gum. Bubble Gum had become so popular that by the end of the eighties, there were more, chewing gum products than any other kind of gum product. Bubblelicious is part of the Cadbury/Waltz Company's lineup of snacks.

The brand name Bubblegum is actually taken from two words, Bubbles and Vices. The idea was that the perfect gum would provide a calming influence while eating. After years of successful production of Bubblegum, it was decided that it would be a better idea to focus on a different kind of gum for the economic sense, rather than going after the kids who were buying up all the gum.

Bubblegum had several key competitors, including Snickers, Laffy Taffys, and Butterbar. All of these brands targeted children and all but Snickers and Taffys specialized in a single demographic. Bubblegum, on the other hand, targets both children and adults and is therefore more available to more people. It is one of the most recognized brands of gum in the country, second only to Laffy Taffys.

As part of their marketing campaign, Cadbury spent millions of pounds promoting Bubblegum in children's markets. Bubblegum even went so far as to trademark its colour scheme (the bright reds and pinks), to help secure its place in the children's market. In an effort to maintain its market share, Cadbury made several more attempts at expanding the gum into other markets, such as those of adults. Gumball machines were developed to satisfy a different market - the adult market - and Bubblegum even got into the ring with a Gumball Surprise Special edition. The competition proved to be fierce, but Bubblegum held onto its market share for several years.

There is no doubt that the gum has retained its market share, as well as increasing its profits. While gumball machines have come and gone by the wayside, the gum itself has not. The gum is one of those products that is difficult to replace, as it is fun and colorful, and has a long history of success. The gum ball machine is on its way out. There are too many gumball machines competing for the same pie, and it is simply not a cost effective way to compete.

That does not mean that the gumball machine is doomed. Some companies have tried to introduce gumballs in gumball jars, but these failed to catch on. They may be too different to the gum you are used to, and too hard to keep clean. But the gum remains one of the American's favorite sweets - and it will always be so.