All Pink Starburst

Starburst, a candy brand, used the social conversation around pink Starbursts to create the All Pink Starburst pack, which aided brand buzz and sales in the US.

Campaign details

Advertiser: StarburstAgency: Olson Engage

The situation

Among individual flavors of iconic candy brands, Pink Starburst are special. When fans find two consecutive pinks in a pack, they tell Twitter they're "#blessed."Those same fans have also turned the phrase "treat me like a Pink Starburst" into a powerful meme, personifying the brand as a declaration of individual empowerment and esteem. By 2017, pink accounted for more than 50% of the total online conversation around Starburst.

And the conversation had expanded beyond social media, inspiring t-shirts, paint colors and even a Starbucks "secret menu" item. Social listening...

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