Wrigley invests in Starburst Flavour Morphs

Wrigley is set to drive awareness of  Starburst Flavour Morphs by launching a highly visible out of home advertising campaign. The new ads will be positioned in prominent locations near 1,614 UK symbol stores, forecourts and independents, and form part of Starburst’s biggest brand activation to date.

The new executions, which are set to run for two weeks (6 – 19 May), are part of a wider £3m multi-media campaign to support the Starburst brand. The ads feature a pear creeping out from behind a screen after going in dressed as a Strawberry. The creative illustration communicates the brand’s break-through innovation that allows Starburst Flavour Morphs to change from one flavour to another as it’s chewed. Starburst is the first brand to launch a flavour changing sweet in the UK confectionery category.

Matt Knight, Starburst brand manager, comments: “We know how important it is to support new product launches, especially when the product is as unique and innovative as Starburst Flavour Morphs. The creative really delivers on Starburst’s playful positioning, and aims to raise awareness and drive sales for this amazing new product.”

The UK fruit confectionery category is worth £598m and is growing at 4.3% year on year. Starburst is performing incredibly well with £22.7m value sales and 10.8% growth year on year, with last year being one of its most successful years to date.