For the first time since it was first introduced to us in 1953, Bazooka bubblegum will change its packaging from the familiar red, white and blue color scheme to colors like fuchsia and yellow.

Carbone Smolan Agency founder Ken Carbone told The New York Times, the idea "takes visual cues from comic books and skateboard culture and graffiti."

The most major aspect of Bazooka's rebranding is getting rid of the comic in favor of "funtivities" and digital codes that can be used to unlock online content "like videos and video games."