Unleashing Childlike Imaginations with Starburst

2015 North America Effie Awards, Finalist, Snacks and Desserts

THE CHALLENGE:
In the cluttered confections category, Starburst was getting mixed up with all the other fruity chewy brands. It needed a new idea to become more distinctive and relevant in the minds of category shoppers.

THE INSIGHT:
Starburst speaks to the inner child, who knows it best for its juiciness (even though it doesn’t contain any actual juice).

THE IDEA:
The perplexing nature of Starburst juiciness engages one’s childlike imagination by getting them to ponder “Where does the juice come from!?”

THE RESULTS:
In-market performance of “Unexplainably Juicy” TV and video executions consistently scored in the top 20% of all Mars Wrigley campaigns measured globally (a database of +5000 cases). Total dollars increased by 16% compared to prior year with past month consumption increasing by 10% among exposed audiences (13-49).

Print and Digital Activation with Shazam

#JuicyTheory Influencer Activation

To unleash the world’s childlike imaginations, we asked social media influencers across Instagram, YouTube and Vine to share their own juicy theories about Starburst.