Guys like pink. At least when it comes to Starburst candy, research shows that strawberry is the top flavor among male, teen age consumers, according to Grey, which used that information for a new campaign it breaks today for the chewy candy.
Two 30-second spots will run during Buffy the Vampire Slayer, Dawson's Creek, and on MTV and Comedy Central. One shows a group of teenage boys proclaiming their preference for the pink Starburst in the pack. The second spot shows three teens--a girl at the wheel of a car and two male companions. The one in the back seat searches among the debris to secure a long-forgotten Starburst, which he unwraps. The girl looks at him incredulously, asking, "Are you going to eat that?"
He pops it into his mouth as the words "As long as it's wrapped" appear onscreen.
"Teens like to see themselves in the commercials, and we tried to show how the candy fit into their everyday lives," said Rob Baiocco, shop ecd.
Print will run in Roll ing Stone and Teen People. One ad shows a couple kissing; the caption is, "There's more than one way to share a Starburst."
Tagged, "Isn't life juicy?," the effort is scheduled to run through early 2002.
It's a departure from the previous "Get your juices going" campaign, which featured animated images of cows and chairs and questions such as, "If your legs bent the other way, what would chairs look like?" and "If a cow laughs, does milk come out of its nose?"
The budget was undisclosed; parent company M&M/Mars spent $20 million on Starburst last year, per CMR.