Marketing

How do they make Starbursts so juicy?

By Anthony Myers contact

- Last updated on GMT

Starburst fans can go on TikTok to ask the universe. Pic: TikTok
Starburst fans can go on TikTok to ask the universe. Pic: TikTok

Related tags: mars wrigley

In search of answers, the brand is enlisting the help of fans on TikTok to pose the question at the heart of its new ‘Ask the Universe’ campaign.

After more than eight years of building its successful ‘Unexplainably Juicy’ brand platform, the fruit-flavoured soft taffy candy manufactured by Mars Wrigley is refreshing its proposition to reconnect with fans and reach an expanded Gen Z audience.

From 6 September until 14 October, fans 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.

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, according to Mars Wrigley research).

The brand’s new campaign, developed in partnership with DDB and 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. 

 “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​.”

Related topics: Manufacturers, Candy, Mars

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