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By Mike Beirne Although the candy gian huge ad and promo budgets would seem to put them in an impregnable position, there were signs at last week's Candy Expo in Chicago that the little guys are becoming more adept at going underground to create a buzz among tweens and teens who deem talk-at-you mass media uncool. Case in point: Double Bubble.
Taking a page from rap music labels that take to inner-city streets via booming speakers in car trunks, the Concord Confections brand this summer will hit a dozen metros such as New York, Chicago, Washington and L.A. with the Dubble Bubble Slam Dunk tour. A VW Beetle outfitted with a pop-up basketball hoop will spur impromptu neighborhood dunking contests along with sampling and bubble blowing challenges measured by the Dubble Bubble meter, as seen on the Rosie O'Donnell Show (she set a record 11 inches).
The brand already has captured gateway moms, like O'Donnell, who...