Case Study: When Losing Becomes a Winning Strategy

In a bold marketing move, Latin America’s leading bubblegum-filled lollipop brand, Bon Bon Bum, has launched its first-ever U.S. campaign with an unexpected twist: sponsoring the lowest-ranked football team in their division.

The campaign, titled Suck at Something, embraces failure not as a weakness, but as a starting point for resilience, learning, and ultimately, growth. Conceived and developed with creative agency Fred & Farid New York, the strategy turns conventional sports sponsorship on its head by aligning the brand with a team coming off a difficult season (3-2-29), rather than a title contender.

Why support a team with one of the poorest records in the league? For Bon Bon Bum, the answer is brand alignment. As a lollipop brand that literally asks consumers to “suck,” the campaign takes a cheeky, on-brand stance: “Sucking at something is just the first step toward a sweeter outcome.”

“Last season didn’t go our way, but guess what? We’re coming back stronger,” said the club’s Vice President of Marketing, Nathan Krum. “With Bon Bon Bum in our corner, we’re reminding athletes and fans everywhere that setbacks don’t define you—how you bounce back does.”

Colombina CEO César Caicedo reinforced the campaign’s message: “Falling, fumbling, and getting back up again is how the best stories are made, and we’re here to cheer everyone on, one lollipop at a time.”

In a crowded U.S. confectionery market, dominated by legacy brands and traditional advertising, Bon Bon Bum is choosing to differentiate itself with a message rooted in real struggle. Instead of glossy celebrity endorsements or elite team partnerships, the brand is investing in authenticity—and betting on the power of underdogs to tell a story consumers can relate to.

Now available nationwide via Amazon, Walmart, Target, CVS, and TikTok Shop, the lollipops come in flavours like strawberry, watermelon, and passion fruit. The campaign marks Bon Bon Bum’s first major step into the U.S. market, signalling an ambition not only to grow sales, but to grow cultural relevance.

By turning a losing record into a strategic brand statement, Bon Bon Bum is offering a compelling case study in how to enter a new market with humour, humility, and heart—and in doing so, making failure just a bit sweeter.

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