At the heart of the campaign is the brand’s bold and unexpected sponsorship of Miami FC, a team ranked last in their division, intended to prove that “Sucking at Something” is just part of the game—on and off the field.
Sucking has never been this sweet- literally! Bon Bon Bum, Latin America’s iconic bubblegum-filled lollipop, is making its U.S. debut with a bold message: Suck at Something, a playful campaign that flips failure on its head, turning every setback into a reason to keep going. At the heart of the campaign is Bon Bon Bum’s unexpected sponsorship of Miami FC, a Division II professional men’s soccer team in the United Soccer League Championship (USLC).
Why would Bon Bon Bum sponsor the lowest-ranked soccer team in the USL Championship? Because, as a lollipop brand, they love people who suck. When you suck a Bon Bon Bum lollipop, you’re able to reach the gum-filled center. And, when you suck at soccer, you’re able to get back up again and keep playing your best. And if anyone knows about bouncing back, it’s Miami FC, who battled through a tough 2024 season (3-2-29) but is ready to turn the tide. Through this campaign, the lollipop brand is reminding everyone that 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 Miami FC’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.”
“With Miami FC, we’re showing the world that hard work (and a little bit of sweet motivation) pays off. Because when you’re down, there’s only one way to go—up!” said César Caicedo, CEO of Colombina. “At Bon Bon Bum, we know that sucking at something isn’t a failure—it’s the first step toward greatness. 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.”
Bon Bon Bum isn’t just a lollipop—it’s a badge of honor for those who dare to suck, learn, and grow. With this campaign, the brand is making a bold statement, inspiring others to embrace failure as a stepping stone to greatness. They’re reminding people everywhere that it’s brave to suck at something and only those who truly suck are those who don’t try.
Available in delicious flavors like strawberry, watermelon, and passion fruit, among other fruity flavors, Bon Bon Bum is now available nationwide on Amazon and TikTok Shop. Southeast Florida fans can also find it in-store at Walmart, Publix, CVS, Sedano’s and Navarro. For more information, visit www.colombinaus.com.