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...