SweeTARTS Launches 'Be Both' Campaign to Celebrate Gen Z's Diversity
Iconic candy brand SweeTARTS has launched its largest integrated marketing effort since Ferrero acquired Nestle’s U.S. confectionery business in 2018.
The “Be Both” campaign introduces SweeTARTS to a new generation of candy lovers. At a time when Gen Z rejects one-dimensional definitions of identity, “Be Both” celebrates the intersection of their passions, expressions and tastes -- and connects this multiplicity back to SweeTARTS’ colliding flavors, textures and forms.
Developed by SweeTARTS’ new lead creative agency Duncan Channon, the work brings to life the brand’s new vibrant and design-forward visual identity. In four animated TV spots, people who appear to be one way -- a prim ballet dancer, a shy partygoer, a modest older woman, and a methodical scientist -- and are revealed to be much more than what they seem at first glance. The multiple aspects of the characters’ identities mirrors SweeTARTS’ diversity of flavors, textures and forms, which are visually woven throughout the spots.
“We were inspired by the cultural truth that Gen Z lives in a world where no one wants to be just one thing, or be forced to choose between multiple aspects of their personal truth,” said Kelleen Peckham, director of brand strategy, Duncan Channon. “The ‘Be Both’ idea and campaign embraces surprising mash-ups in our personal expression, just as SweeTARTS candy offers unexpected collisions of flavor, texture and color.”
“Be Both” is the first work for SweeTARTS by Duncan Channon, which was selected as the brand’s creative agency of record in a competitive review last fall. In addition to developing the ‘Be Both’ platform, Duncan Channon provided strategic and visual guidance on how to express the refreshed SweeTARTS brand -- including an expanded color palette. Duncan Channon partnered with production firm Buck to produce the animated spots.
“The chance to help modernize an iconic brand like SweeTARTS is one of those rare opportunities,” said John Kovacevich, executive creative director, Duncan Channon. “The ‘Be Both’ idea is such a rich creative territory -- the collision of color and styles is a fresh new look for an old favorite. We’re excited by this first batch of work and the ways the campaign will come to life in the years ahead.”
The 15-second TV spots will air nationally on stations reaching audiences age 18-24, such as E!, Comedy Central, ESPN, FX, IFC, MTV and Vice WWE, as well as on Hulu and social channels. The brand’s heavy media investment will be supported with a robust social media presence and influencer activity. SweeTARTS’ “Be Both” manifesto video will also appear on the brand’s website and social.
The campaign reflects the modernization of the SweeTARTS product portfolio, which offers much more than the brand’s original sweet and tart hard candy that launched in 1963. The portfolio now includes SweeTARTS Ropes, SweeTARTS Gummies, and SweeTARTS Chewy. SweeTARTS Ropes are growing 5x faster than the category, according to IRI data from April 2018-April 2019.
“We see tremendous opportunity for SweeTARTS to connect with young adults who expect modern brands to understand and reflect their identities,” said Annie Meyer, marketing director at Ferrara Candy Company. “That’s why we’re so excited to launch the ‘Be Both’ campaign with Duncan Channon. Our brand is inspiring, playful, courageous and energetic – and fundamentally built on a duality of ‘sweet’ & ‘tart’ – so it’s a natural fit for SweeTARTS to celebrate people who are living unapologetically colorful and multidimensional lives.”
