Gushers: Black Voices Create

Gushers, an American fruit snack brand, collaborated with Black TikTok content creators to help elevate Black voices and harness their voices for change.

Campaign details

Brand: GushersBrand owner: General MillsEntrant company: Mindshare New YorkIdea creation: Mindshare New York / Ten35 ChicagoMedia: Mindshare , New YorkMarket: United StatesSector: Fruit & vegetablesMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Gushers, the popular fruit snack brand, is a proponent of teen creativity and expression, elevated by Black entertainers and creators. So this summer when Black creators found their voices suppressed on within social media platformsdue to algorithmic bias, Gushers stepped up to...

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