Brands launching their own clothing lines isn’t a new thing. We’ve seen it over and over again from companies including McDonald’s, KFC and Taco Bell (in collaboration with Forever 21). All of the pieces looked comfy, cozy and of course stylish, but there’s a new brand hopping on the trend and it’s possibly one of the most exciting to date.
Today, Starburst announced an exclusive clothing line—designed by Project Runway alum and season 15 champion Erin Robertson—that highlights the most important (only important?) Starburst color, pink. Starburst announced the launch with a short teaser video that captures the fun, upbeat vibe of the line perfectly (see below). DDB Chicago worked closely with Starburst on the project.
The collection is available online at youareapinkstarburst.com. The trendy clothing line includes a pink denim jacket with a hand-drawn illustration on the back by Robertson for $140, a simple T-shirt with the words “I am a pink Starburst” on it for $25 and more.
“When I think of pink Starburst, I think of living my best life. I always loved pink Starburst, so I was inspired to create a line that makes you feel fierce, but playful,” Robertson said in a statement.
A while back, the internet went nuts for a meme about the pink candies that told people, “Never let anyone treat you like a yellow Starburst,” because we all deserve to be treated like the pink Starburst sweets that we are. To see a brand play off the fact that people don’t necessarily love one of its flavors (ahem, yellow) is refreshing and the clothing line is a nice way to celebrate that praise for pink.
“To be referred to as a pink Starburst is something special, and we continue to see people share the ‘I am a pink Starburst meme,” Audrey Arbeeny, senior associate brand manager for Starburst at Mars Wrigley Confectionery U.S., said in a statement. “We wanted to bring that reference to life offline for our fans, and what better way to do that than launch a merch line where they can boldly wear it on their sleeves.”
The launch is tied to news that Starburst is selling pink-only packages for a limited time. The brand has done this once before, in 2017, and decided to bring back the pink packs for a second year after seeing so much success with the stunt last year.
Client – Mars Wrigley Confectionery
Creative Agency – DDB Chicago
Ari Weiss – Chief Creative Officer, North America
Myra Nussbaum – Executive Creative Director
Lauren Riddoch – Copywriter
Andrea Knowles – Art Director
Diane Jackson – Chief Production Officer, DDB Chicago
Matt Blitz – SVP Executive Producer
Allison Magill – Senior Producer
Azher Ahmed – EVP, Director of Digital Operations
Jim Higgins – VP, Digital Director
Chris Shen – Senior Digital Producer
Ronald LaGon – Senior Developer
Josh Drueck – Group Strategy Director
Emily Frye – Senior Strategist
Jonathan Palmer – Strategist
Richard Guest – Global Business Director
Eli Velez – Global Segment Lead
Josh Lenze – Global Brand Lead
Katie Maulbetsch – Global Account Director
Melanie Gonzalez – Account Supervisor
Taylor Knight – Account Executive
Talent Partner – The Marketing Arm
PR Agency – Olson Engage
Media Agency – Mediacom
Media Agency – Starcom
Social Media Agency – Fanscape