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Dum Dum Pops Brand
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  Dum Dum Pops - unwrapped
Dum Dum Pops
by Preeti Suchanti
January 22, 2007

Whether being rewarded with one as a kid after getting a haircut, grabbing one from a bowl while visiting a bank, or scrambling through your child's Halloween booty for a favorite flavor, nearly everyone in the US has some memory of Dum Dum Pops, a popular, century-old brand of lollipops.
While most lollipop brands have evolved with the times, incorporating offbeat shapes, themes, and flavors, Dum Dum Pops, manufactured by Spangler Candy Company, continues to embrace its simple, old-fashioned appeal—a small, round, hard candy on a paper stick.

Perhaps its only major innovation is the mystery flavor, a unique combination of two flavors that merge when the end of one batch meets the beginning of the next one. Apart from helping candy lines to run continuously, the mystery Dum Dum Pop offers a sweet (albeit somewhat unidentifiable) surprise in every bag.

Dum Dum Pops - unwrapped We unwrap the Dum Dum Pops website to see if there are similarly sweet surprises online worth licking.

The Dum Dum Pops homepage has a distinct flavor that appeals to its primary target audience: children. Visitors are welcomed by Dum Dum Man, a chubby-cheeked bass drum wielding a Dum Dum Pop in each hand. (He doesn't beat on himself with the lollipops, however.) Though Dum Dum Man doesn't appear on the candy wrappers (perhaps because they're so small), he shows up on nearly every page of the site.

The Games and Adventures section is the most robust part of the site. This area contains a Flash game that is actually fun to play, a virtual coloring book, wallpapers, screensavers, and a lollipop trivia quiz. There are also printable activities including mazes and puzzles—plenty of stuff to keep children occupied.

Another section encourages people to send in Dum Dum Pop wrappers for discounts on branded merchandise like Frisbees, lunch sacks, backpacks, key chains, and stuffed Dum Dum Men. This is a good way to encourage more purchases of the product.

The site contains several interactive elements, including three different flavor polls. Less developed is the "Send to a Friend" section, merely a form where you can e-mail a message to a pal with a tacked-on recommendation of the Dum Dum Pops site.

A link takes you to the Spangler Candy website, which has an online store for the purchase of Dum Dum Pops, among other Spangler treats. Because the company sells quantities as large as a 30-pound case (that's almost 2,000 lollipops), the site should have a section that shows crafty ways to display them in gift baskets.

The site has a small section that outlines the history of the brand, including the evolution of flavors. In terms of added value, the brand should add some more information like a brief history on lollipops or a video of the manufacturing process. Also, the company might want to consider making the games a little more educational.

But overall, the colorful fonts, bright graphics, and cool games form a site that's worth a look—visitors won't feel like "suckers."


Preeti Suchanti currently works as client manager at an advertising agency in India. She graduated from the University of Bath, UK, with a Master's in Management, specializing in Marketing. She holds an undergraduate degree in Economics and Psychology from University of Virginia, USA.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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