"The food and beverage industry just witnessed a groundbreaking moment that's reshaping how brands connect with Gen Z consumers. Juicy Drop®, Bazooka Brands' signature candy line, has officially entered the gaming metaverse with their first-ever Roblox activation: the Juicy Drop Pop-Up 2025: Tower Obby. This isn't just another marketing stunt: it's a blueprint for how food and beverage companies can authentically engage with the 70+ million daily active Roblox users who represent the future of consumer spending."
""Juicy Drop has always been about bold flavors and creative self-expression, giving fans the freedom to experiment and make every bite their own," said Becky Silberfarb, VP Brand Marketing at Bazooka Brands. "Through our partnership with Super League and Beacon Media Group, we're bringing that same spirit to Roblox with a one-of-a-kind gaming experience: where fans can play, create, and interact with Juicy Drop in ways that are just as dynamic and unique as they are.""
"Breaking New Ground in Food and Beverage Marketing For food and beverage industry executives wondering how to reach younger demographics, Juicy Drop's Roblox campaign offers a masterclass in authentic digital engagement. Produced in partnership with Super League (Nasdaq: SLE) and media agency Beacon Media Group, this initiative makes Bazooka Brands one of the first major candy companies to build a comprehensive, multi-layered campaign inside the gaming platform."
Juicy Drop launched the Juicy Drop Pop-Up 2025: Tower Obby as Bazooka Brands' first Roblox activation, entering the gaming metaverse to reach Gen Z consumers. The campaign was produced in partnership with Super League and Beacon Media Group, positioning Bazooka Brands as an early major candy company building a comprehensive, multi-layered experience inside Roblox. The Tower Obby adapts the brand's flavor and texture-mixing identity into a climbable, replayable challenge with four themed stages. The activation leverages 70+ million daily active Roblox users and reframes food and beverage marketing toward immersive, interactive engagement rather than traditional advertising.
Read at Food & Beverage Magazine
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