Dubble Bubble Bubblegum

The Double Bubble comic strips act as a layer of protective covering for the consumer-dependent product of bubble gum. The product itself is periphery to its packaging and additional features. In this case, the comic’s reference the Double Bubble gum product is a type of product placement within the product’s container. In this way, the product makes an intertextual reference to itself. The comic becomes an additional layer of material, concealing the product from view. The unwrapping of the gum thus becomes an experience; the initial bright pink wrapping is torn off, and the consumer is then faced with the Double Bubble comic. As an example of hyper-consumerism, the postmodern text of Double Bubble gum aims to grab attention through name recognition. This is done through the applications of ‘unique’ features that can be later associated with the company or brand name. The packaging technique implements characteristics of parody and satire as a general marketing tool.