As Mars expands its line of Starburst candies with the addition of Gummi Bursts, an integrated ad campaign comprising TV and online elements was unleashed this week under the tagline "Share Something Juicy."
A Starburst channel on YouTube is hosting a series of video shorts, entitled A Starburst Moment in Sharing. One video portrays a young man and llama feeding each other Starbursts on a sunny, green hillside. Several other shorts expose two people casually sharing too much personal and "juicy" information. Digitas, New York, handles online.
Other Starburst video shorts will be dispersed on blogger sites, including that of David Choi, DavidJr, Katers17, and Rhett and Link.
An animated series, called Nite Fite, will be sponsored by Starburst and syndicated online via NextNewNetworks. Written by Dan Meth and Mark Vitelli, Nite Fite emulates a late-night talk show in which two characters, Penalty and Lloyd, debate controversial topics. The site allows consumers to make comments on