• Bazooka Candy Brands, a division of The Topps Company, launched a new campaign called "Power Up" that encourages consumers to unlock adventure through the purchase of Bazooka Joe and other Bazooka candies. The campaign features a mobile game where players can scan QR codes on Bazooka Joe wrappers to unlock digital experiences, including mini-games, augmented reality features, and the chance to win prizes.

• The campaign is designed to engage younger consumers by tapping into their love of digital experiences and the thrill of discovering hidden content. By gamifying the candy-buying experience, Bazooka Candy Brands aims to create a sense of excitement and discovery that will drive repeat purchases and brand loyalty.

• The "Power Up" campaign is part of a broader strategy by Bazooka Candy Brands to modernize the Bazooka Joe brand and appeal to a new generation of consumers. The company has also recently launched new product innovations, such as Bazooka Joe Gummies, to keep the brand relevant and appealing to today's consumers.