Starburst: Unexplainably Juicy

This case study details how Mars Inc., a food and confectionary manufacturer, reversed the decline in sales of its Starburst sweet.

Starburst: Unexplainably Juicy

Agency: DDB Chicago

Campaign summary

This case study, a rebranding campaign by Mars Inc., global manufacturer of confections and other food products, revitalizes its long-standing but fading brand —the Starburst candy bar— by fancifully exploring the mythology of how a chewy candy packs in so much juiciness. Despite being one of the most popular candy brands in the country, Starburst's sales were declining year over year. To broaden the brand's appeal among a wider audience, the campaign riffed off the product's distinctive juiciness, by tapping into the universal need to play more by indulging childlike imaginations....

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