In the fruity confections game, it’s all about “new news.” Innovation creates excitement; excitement creates shelf space.
Knowing this, Mars-Wrigley created Starburst Swirlers - the Starburst flavors and texture you know, twisted into a long-ish stick.
The first thing we had to do was help everyone align on what exactly we were actually going to say about this thing…we aligned to, “it’s a starburst, but longer.”
Then we had to figure out why a longer Starburst mattered.
I wrote some thought in the brief about content being longer and consumed through phones.
The creative team came back with “vertical.” Everything today is viewed through a phone, thus making it all…vertical. What if Starburst Swirlers were the first candy made for this vertical world?
Starburst: Best Enjoyed Vertically: A vertical campaign for a vertical candy. Vertical.