The First Unshareable Candy Pack.
So you can put you first.
Starburst® All Pink. All For Me.
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.
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 unshareable 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:
With zero dollars in paid media, we received 475M+ earned media impressions in the first week, with coverage by DELISH, Yahoo, MSN, Hollywood Life and more. Not to mention features in Adweek, DIELINE and Ads of the World.
AGENCY
Weber Shandwick
MY ROLE
ACD
CREDITS
CD: Max Sollisch
RESULTS:
With zero dollars in paid media, we received 475M+ earned media impressions in the first week, with coverage by DELISH, Yahoo, MSN, Hollywood Life and more. Not to mention features in Adweek, DIELINE and Ads of the World.
AGENCY
Weber Shandwick
MY ROLE
ACD
CREDITS
CD: Max Sollisch