The Great Candy Battle: MomTok Edition moves beyond traditional advertising by treating product promotion like a serialized reality show. Draper leads Team Ring Pop and Push Pop, while Neeley champions Juicy Drop and Baby Bottle Pop. The competition, which spans social media feeds and physical activations, culminates in a donation to the charities of both creators' choosing, though the company has committed to funding both organizations regardless of the final sales tally.

Following a kickoff in New York City—which featured subway interviews and a pop-up experience at Union Square—the campaign is scheduled to move to Salt Lake City. Bazooka Brands intends to host an interactive event in Utah featuring merchandise and live entertainment. Chief Marketing Officer Dave Dreyer noted that the strategy relies on the organic influence of the stars rather than scripted spots to keep the brand relevant within contemporary social culture.