J Balvin and Bon Bon Bum have teamed up on a special edition that brings the Colombian artist’s visual identity to one of the country’s best-known candies.
The collaboration, Bon Bon Bum x J Balvin, is expected to produce 55 million units for distribution in 15 countries, marking the first global-scale launch in the history of Colombian confectionery company Colombina’s brand.
The new version retains the traditional product while incorporating elements associated with J Balvin’s visual identity. The wrapper and stick are yellow, a color that has featured prominently at different stages of the singer’s career, while the candy is engraved with his signature smiling face and rays.
Inside, the traditional red strawberry candy remains. Strawberry is also J Balvin’s favorite Bon Bon Bum flavor, according to the brand.
The special edition will be available in markets including Colombia, the United States, Spain, Peru, Guatemala, Ecuador and Venezuela, along with other countries included in the international distribution.
‘Toca chupar’: The message behind J Balvin’s Bon Bon Bum collaboration
The campaign is built around a popular Colombian expression: “toca chupar,” which literally translates as “you have to suck.” The phrase refers to the process of reaching the chewing gum at the center of a Bon Bon Bum, but the campaign uses it as a metaphor for perseverance and the work required to achieve a goal.
Bon Bon Bum connects the idea to J Balvin’s career. Before becoming one of the most internationally recognized figures in urban music, the singer spent time in the United States working as a house painter and doing other jobs while pursuing opportunities in music.
The campaign revisits that period of his life to highlight the work and setbacks behind his eventual success. According to Bon Bon Bum, the concept is part of its “Siente tu BUM” communication platform, which focuses on encouraging younger consumers to identify what motivates them and remain consistent in pursuing their goals.
The campaign began with a teaser featuring a yellow mural in Bogota bearing the phrase “Toca chupar,” without initially revealing the artist involved. It later introduced content about J Balvin’s early years in the United States and his efforts to establish himself in the music industry.
Bon Bon Bum expands beyond traditional candy
The partnership with J Balvin is part of Bon Bon Bum’s broader strategy of collaborating with musicians, consumer brands and sports figures.
According to company information cited by Revista P&M, Bon Bon Bum sells about 2 billion units annually in more than 70 countries and leads the chewing-gum lollipop category in several Latin American markets. In Colombia, the brand has a 78% market share and distribution covering more than 80% of the country.
The brand has previously worked with other music figures. In 2023, it launched a special edition connected to Karol G’s Mañana Será Bonito Fest in Medellin. The version was created for festival attendees and used an aesthetic associated with the singer.
In 2025, Bon Bon Bum partnered with Manzana Postobon on a cross-brand flavor collaboration. The companies created a Bon Bon Bum with Manzana Postobon flavor and a Postobon soda inspired by Bon Bon Bum strawberry. The partnership also included gummies featuring Postobon flavors.
Bon Bon Bum has also expanded into digital entertainment and sports. In 2023, it launched Bon Bon Bum Contra, an esports project developed with Colombian organization Contra, featuring male and female teams competing in games including Valorant.
The brand’s sports strategy also includes the Copa Bon Bon Bum, a youth soccer competition that brings together players from different parts of Colombia and has featured Colombian soccer figures as ambassadors.
Among its individual ambassadors is Colombian-Spanish motorcycle racer David Alonso, who has participated in activities connected to the “Siente tu BUM” platform. His sporting career has been incorporated into the brand’s messaging around discipline, effort and perseverance.
The J Balvin collaboration extends that approach into music, connecting the Bon Bon Bum brand with one of Colombia’s most internationally recognized artists while giving its traditional product a new visual identity.