
Dum-Dums Growing an icon.

What do you think of when you think of a Dum-Dums pop? The cute shape? The bright colors? The amazing flavors?
How about childhood? Giggles and smiles? How about joy?

Iconic brands are less about functional benefits (okay, the Mystery Flavor is pretty darn awesome). And more about stories and values. They have the power to make us feel something.
Sometimes, you just have to dig into the experiences and emotions people already share with a brand—and get out of the way.

Especially if they taste like root beer.