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© History Oasis / Created via Midjourney
Walter E. Diemer created the first commercially successful bubble gum in 1928 while experimenting with formulations during his free time.
His invention was more elastic and less sticky than regular chewing gum, allowing people to blow bubbles easily.
Diemer colored his creation pink and called it Dubble Bubble.
This invention would lead to the creation of Hubba Bubba years later.
1979
During development at Wrigley's Santa Cruz, California plant (now defunct), product engineers and marketers referred to Hubba Bubba by the codename "Stagecoach."
Wrigley named their new bubble gum "Hubba Bubba" after the World War II military expression "Hubba Hubba," an exclamation soldiers used to express approval or excitement.
Wm. Wrigley Jr. Company launched Hubba Bubba in 1979 to enter the bubble gum market.
They positioned the brand as a less sticky formula that wouldn't stick to the skin after a bubble burst.
Launched with a single flavor (now referred to as "original"), Hubba Bubba debuted in distinctive packaging containing five chunks per pack.
1980s
Hubba Bubba's earliest television commercials in the 1980s featured actor Don Collier as "The Gumfighter," a Wild West character who demonstrated the product's non-stick qualities.
Set in frontier towns, these ads showed Collier blowing bubbles that burst without the typical mess associated with competing brands.
The Western-themed marketing campaign differentiated Hubba Bubba in the marketplace.
1980s
The slogan "Big bubbles, no troubles" was also penned during the early 1980s for Hubba Bubba.
The tagline communicated the product's key benefit—the ability to blow substantial bubbles without the usual sticky aftermath.
The phrase became synonymous with the brand, appearing on packaging and in all advertising materials.
1980s
Hubba Bubba found itself in a new competition with the invention of Bubblicious.
The rivalry started the bubble gum wars and drove innovation, with both companies introducing new flavors and packaging concepts to capture consumer attention.
The competition focused on bubble size capabilities and flavor variety, with each brand claiming superiority.
1988
Wrigley introduced Hubba Bubba Bubble Tape in 1988—a 6-foot (1.8-meter) continuous strip of gum wound inside a round plastic dispenser.
Kids of the late 80s and throughout the 90s loved it.
Bubble Tape allowed consumers to control their portion size and created a novel interactive experience.
Marketed with the slogan "6 feet of bubble gum for you, not them," Bubble Tape appealed to children's desire to play with their gum.
1988
The same year Bubble Tape was launched, Steve Roeder created Hubba Bubba Soda—bubble gum flavor in liquid form.
Wrigley partnered with AJ Canfield Company, which produced the bubblegum snow-cone syrup with carbonated water.
It was distributed via Toys R Us stores.
Despite initial curiosity from consumers, the soda was discontinued soon after.
Early 1990s
Facing declining sales amid shifting consumer preferences, Wrigley discontinued Hubba Bubba in the United States.
Market tailwinds were pointing toward sugar-free options and changing youth preferences.
While the product disappeared from American shelves, international markets continued to carry the brand.
2004
Responding to consumer nostalgia, Wrigley reintroduced Hubba Bubba to the United States in 2004.
The updated product line included new flavors like "Strawberry Watermelon," "Cool Cola," and "Sweet & Sassy Cherry" alongside the rebranded "Outrageous Original."
2010
Wrigley expanded the Hubba Bubba product line with Mystery Max and Mystery Tape, introducing an element of surprise to the consumer experience.
These products featured unidentified flavors, challenging consumers to guess the taste while enjoying the gum.
2025-present day
Hubba Bubba continues to be a globally recognized brand under Mars, Incorporated, which acquired Wrigley in 2008.
The brand maintains its distinctive purple packaging with yellow bubble lettering, preserving the essence of the brand.
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