Let your Starburst out

Starburst is set to unleash its playful side with a multi-million brand re-launch, which challenges consumers to ‘let their Starburst out’. The activity includes a range redesign, the introduction of a new sharing format and a limited edition pack tapping into the Queen’s Diamond Jubilee.   

The re-launch represents the biggest brand investment for Starburst in over five years and will be supported by a fully integrated through-the-line marketing drive. This will comprise a £2m TV ad campaign, mass outdoor sampling at music festivals and summer events, eye-catching in store activation, as well as targeted digital and social media engagement across Facebook, Twitter and YouTube.

Matt Austin, Wrigley confections business unit director, comments, “This year will see the highest level of investment in Starburst since Wrigley took ownership of it 2008, and we anticipate that our exciting new TV ad, as well as all of the innovation we have lined up, will result in rapid growth for the brand.

“Starburst is a big player in Fruit Confections. Worth £20m and, with Starburst Original outperforming the category as one of the leaders in Fruit, it’s also a brand that mustn’t be underestimated by retailers. Starburst should be clearly visible in the shoppers’ path to purchase to drive sales.”

Starburst’s new look will achieve maximum stand out on shelf through a bright, vibrant design, and on pack flashes communicating its playful side and ‘no artificial colours or flavours’ message. New wrappers, featuring lots more quirky challenges, encouraging fun times amongst consumers, will be revealed at the same time.

66% of sugar occasions are shared and 47% of these occur at home. To tap into the rapid growth of this ‘Big Night In’ occasion, Wrigley is launching new ‘Tear and Share’ Starburst pouches. Available in original fruity chews and smoothies flavours, the new packs are designed to provide consumers with an easier and more convenient way to share their favourite treats. A new top-of-pack ‘Tear and Share’ flash is also designed to increase visibility in store and communicate the sharing message to shoppers.

 

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