All Pink. All For Me.
Starburst®
AGENCY
OLIVER Agency
ROLE
Creative Director
BACKGROUND
The words “self-love” and “self-care” are unavoidable nowadays. Yet, according to a recent survey, the average American spends just 25 minutes a day on themselves. And nearly 2 of 3 Americans report prioritizing others over themselves.
The First Ever, Unsharable Candy.
So you can put you first.
To launch Starburst All Pink’s new “All for Me” campaign and help Americans put themselves first, we took an industry staple – the share pack – and flipped it on its head, creating the first ever unsharable pack of candy.
Partnering with safe manufacturer MyCube – and utilizing their biometric fingerprint recognition – we created highly-secure limited-edition candy packs that would only open for their owner. Then we invited fans to submit to win their own. The catch – you could only enter by confessing something you love about yourself.
Results: $0 paid 635M+ earned media impressions in first week. Coverage by DELISH, Yahoo, MSN, Hollywood Life, Adweek, and THEDIELINE.com.