DDB North America
Tue, 06 Sep 2022 13:03:19 GMT
After more than eight years of building its successful ‘Unexplainably Juicy’ brand platform, STARBURST is refreshing its proposition to reconnect with fans and reach an expanded gen z audience. No stranger to encouraging curiosity, wonder and imagination, the brand has its sights set on outer space to capture the attention of gen z (the cohort most interested in space at 63% vs. the 49% US average, source).
The brand’s new campaign, developed in partnership with DDB and appropriately titled, ‘Ask the Universe,’ is inspired by the age-old question that STARBURST fans often wonder: “How do they make STARBURST taste so juicy?”
Creating (Literal) Out-of-This-World TikTok Videos
In search of answers, the brand is enlisting the help of fans on TikTok to pose the question at the heart of its new campaign to outer space and any extra terrestrial life forms that may be listening. From Sept. 6th until October 14th, people can create a TikTok video that asks, ‘How do they make STARBURST taste so juicy’, by using whichever form of communication they think will resonate most with potential higher life forms. The most creative and imaginative TikTok videos (using #BeamItUpStarburst) will have the chance to be beamed into space thanks to a first-of-its-kind partnership with SpaceSpeak (STARBURST is the first brand to beam TikToks into space).
In addition to potentially being one of the first humans to ever make alien contact, TikTok creators can head to website, input their TikTok handle, and see where their video is travelling in space in real time. According to SpaceSpeak, the videos will travel at the speed of light; meaning, once they are beamed into space, they’ll travel all the way through the solar system on the first day alone.
This six-week hashtag challenge – accompanied by Spark Ads and sequential advertising – will kick off with a little help from astrophysicist, space communications expert and influencer Kirsten Banks (aka @astrokirsten on TikTok). Kirsten – who loves to share her passion for space and astronomy – will use her platform to announce the challenge and share just how to go about creating beam-worthy content.
STARBURST’s ‘Ask the Universe’ campaign also includes a new TV commercial, directed by Bine Bach, which debuted in early August. The new TV commercial is the brand’s first for its core product line since 2015. Creative will also run in online video, print, paid search and select social channels.
“STARBURST is such a beloved brand for its inexplicable juiciness,” said Martin Terwilliger, marketing director, Mars Wrigley. “We’re excited to be leaning into this playful brand insight but in a new and refreshed way. Gen z and Millennials’ interest in space is only growing, and we love that our latest wonder-inducing campaign is so squarely at the centre of pop culture. We’re excited about not only the campaign, but also the opportunity to actually beam fans’ TikToks into space in search of answers.”
Categories: Sweet, FoodDDB North America, Tue, 06 Sep 2022 13:03:19 GMT