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Starburst
All Pink Starburst

RAN IN: United States

CLIENT
Mars, Inc.

Matt Montei, Vice President
Audrey Arbeeny, Associate Brand Manager
Michelle Green, Senior Manager, Global Brand Communications

AGENCY
Olson Engage *Lead Agency

Lauren Long, Vice President
Britta Olson, Account Director
Hilary Golubski, Senior Account Executive
Alyssa Ahern, Senior Account Executive
Mary Kate Campbell, Account Executive
Keelan Peterson, Assistant Account Executive
Joe Edelson, Vice President


Fanscape


MediaCom


SUMMARY

Recognizing its pink chews had ascended beyond “favorite flavor” status and into a metaphor for individual esteem and empowerment, Starburst seized upon this newfound pop-culture relevance by producing and selling All Pink packs nationwide for a limited time. The resulting excitement lifted sales of the entire franchise by 20% to 50% at major national retailers, and sparked the previously declining brand's return to growth.

CASE VIDEO


Hero Medium: PR

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Digital Video;OOH;Billboard;PR;SOCIAL MEDIA

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English