Step into a Multisensorial Pop Journey with Bomb Pop’s Extremeland

Bomb Pop and GALE have created Extremeland, an illustrative world into which consumers dive when they take a bite of a new icy treat, Bomb Pop Extremes. The activation mirrors the innovation of the product: Bomb Pop Extremes revolutionise the water-ice category by redefining what’s possible with a frozen treat.

Celebrating the launch of three new pops - Blue Raspberry Freeze, Super Sour Strawberry, and Fire Cherry - that go to the extremes, Extremeland is both a real-life and virtual activation. At American Dream Mall, the country’s second-largest shopping mall, an in-person event immersed mall-goers in all things Bomb Pop Extremes. In addition to being able to sample the Bomb Pops on-site, there were nine different photo walls to snap pictures within each of the worlds, including with popular influencer Zhong, who attended the event. There was a pop-up Yeti in a raspberry-reminiscent igloo, a custom ball pit filled with pillows resembling ice cubes and strawberries, and even a seven-feet innertube that rescues participants from a group of surfboarding cherries. 

The mall activation is accompanied by an extensive social media campaign. Bomb Pop and GALE partnered with Wright Films and Jelly to create virtual worlds that reflect each flavour across YouTube, TikTok, and Snapchat. In these virtual worlds, teens are transformed through animation as they taste different pops.

“Extremeland is a playful personification of Bomb Pop’s disruptive product innovation. This new product called for a new approach, so we broke out of traditional creative to focus on the sensations of the pop. Tweens and teens love intense flavours and sweet flavours, so we created a product line that delivers just that. Each Extremes product starts extreme and finishes sweet,” says Alnese Thomas, senior brand manager, Bomb Pop.

“For the launch of Bomb Pop Extremes, we wanted to let people fully immerse themselves in the new sensations of Extremeland. The activation lets people experience the flavours through eyes, ears, touch, and, of course, tastebuds,” says GALE creative director Lindsey Brand.