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As a Colombian, Bon Bon Bum is a very familiar name one that brings nostalgia. It isn’t just candy to me—it’s a taste of Colombia.
Growing up, the passion fruit and blackberry flavor were everything. Sweet, tangy, and unforgettable, it was always the one I reached for first. Even now, every trip back to Colombia includes stuffing my suitcase with Bon Bon Bum. And if I know someone else is going? You better believe I’m putting in a request.
So, when I heard that Bon Bon Bum was making its official debut in the U.S. with a campaign called “Suck at Something”, I couldn’t help but smile. Not only is the brand expanding, but it’s also doing it with humor, heart, and a whole lot of gum-filled fun.
The campaign is all about embracing failure—you read right. To see failure not as something shameful, but as a part of learning and growing.
When you “suck” at something, you’re really just starting the process of getting better and no one embodies that better than their new partner: Miami FC.
Bon Bon Bum is now a proud sponsor of Miami FC, a Division II soccer team in the USL Championship. Last season was rough—3 wins, 2 draws, and 29 losses, very painful stats.
Yet that’s exactly why the partnership makes so much sense. Bon Bon Bum knows that sucking is part of the process. They are using it as a metaphor like when you eat the candy you suck your way through the candy to get to that iconic bubblegum center, athletes push through tough seasons to get to the wins. You don’t give up. You keep playing. You get better.
“Last season didn’t go our way,” said Miami FC’s VP of Marketing, Nathan Krum, “but guess what? We’re coming back stronger.” That kind of spirit—grit, resilience, belief—is what this whole campaign is about. And honestly, it’s what Bon Bon Bum has always meant to me. It’s sweet, familiar, and it sticks with you. Just like a good comeback story.
César Caicedo, CEO of Colombina (the company behind Bon Bon Bum), put it perfectly: “Sucking at something isn’t a failure—it’s the first step toward greatness.” That’s the kind of message I can get behind. Whether it’s sports, life, or just learning how to roll with the punches, this little Colombian lollipop is cheering us on.
So yeah, sucking has never been this sweet—literally. It’s nice to see a piece of Colombian culture making waves and spreading a little encouragement along the way.
Whether you’re kicking a ball or chasing a dream, Bon Bon Bum dares you to suck at something. And yes, it might cause a chuckle or two, but the message is solid.
