Swedish Candy Sensation BUBS Partners with Burson to Spearhead U.S. Launch

NEW YORK, August 12, 2025 – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced that, following a competitive pitch, it has been named the U.S. agency of record for BUBS, the viral Swedish candy brand owned by Orkla Snacks, recently named to the 2025 TIME100 Most Influential Companies list.  This appointment expands Orkla’s relationship with Burson.  

Burson will launch BUBS, best known for its sour foam gummies and vegan friendly treats, to the U.S. market with a 360-degree integrated communications campaign that spans influencer, paid, social and earned media.  

"Burson came to us with an incredibly creative integrated plan for introducing and building the BUBS brand and reputation in the U.S.,” said Åsa Gisel, Marketing Manager, International Expansion at Orkla Snacks. “Together with its global reach and deep expertise, we are confident Burson is the right partner to help us bring BUBS’ playful mix of unexpected double flavors, unforgettable chewy and foamy textures, and undeniably colorful personality to the U.S.”  

"There’s nothing sweeter than partnering with a brand as beloved and vibrant as BUBS,” said Allison Cirullo, Global Chair, Consumer and Brand, Burson. "Orkla Snacks has built BUBS into a worldwide celebrity, and we're excited to apply Burson's expertise in brand building culturally relevant consumer insights to help BUBS truly connect with today's U.S. market. We can’t wait to help share the magic and BUBSify the U.S.”

BUBS will launch in several nationwide retail chains, starting in the beginning of August.

About Orkla Snacks

Orkla Snacks is a leading Nordic and Baltic player within the snacking category. Orkla Snacks operates in seven markets and have an annual turnover of approximately 9.7 billion NOK (2024). Orkla Snacks has more than 3,000 passionate employees, with a wide range of beloved brands.  They are uniquely positioned across three categories – snacks, confectionery, and biscuits. The head office is in Oslo, Norway and Orkla ASA is listed on the Oslo Stock Exchange.

About Burson

Burson is the global communications leader built to create value for clients through reputation. With highly specialized teams, industry-leading technologies and breakthrough creative, we help brands and businesses redefine reputation as a competitive advantage so they can lead today and into the future. Burson operates under WPP (NYSE: WPP), the creative transformation company. Learn more at www.bursonglobal.com.