What adults may remember best about Bazooka, however, is disappearing. The tiny comic strip featuring the eyepatch-wearing brand mascot Bazooka Joe that has been wrapped around each piece of gum since 1953 is being replaced.
Fatal, the story of a country bumpkin from Savoie who passes himself off as a streetwise rapper. In reality the satirical creation of Michäel Youn, the French equivalent of Andy Samberg or Sacha Baron Cohen, rap group Fatal Bazooka have already had
worldwide European success with Fous Ta Cagoule (an exhortation to attire oneself properly on the ski slopes - English lyrics here) and Parle à Ma Main, featuring Yelle. Other work includes Mauvaise Foi Nocturne and the Sean Paul/Benny Benassi/Eric Prydz-inspired J'aime Trop Ton Boule. Youn is also responsible for the familiar-sounding Comme de Connards and the completely nonsensical Stach Stach which was the number one single in France for almost four months.
It's not your grandfather's Bazooka Joe. The ol' reliable chewing-gum icon gets hipsterized and multicultified, with a new DJ buddy and an African-American nerd sidekick. The classic pink mouth-filling wad in the goofy wrapper has also been reformulated, apparently. Note that it's not the first time Joe has tried to be down with teh youth, with decidedly mixed results. Next up for Bazooka Janes in Japan: gum that enhances your bustline. (Bazooka Joe previously chewed over here.)