What comes to mind when you see this word:
Don't be shy. To be fair, this isn't so much a misadventure in adcopy as it is in brand-naming. The adcopy is fine. But I don't know how anyone could get from the brand-name to the product without the picture.
This is one case where I'd really appreciate the addition of a hyphen, Bump-its, or a bit of well-placed capitalization, BumpIts. Though lacking those things the packaging is much more funny.