For the first time in 12 years, Starburst, the beloved candy known for its deliciously different flavors, has launched a new campaign titled “Different Every Time.”
This innovative campaign, developed by Team OMC (comprising DDB Chicago and Critical Mass), invites fans to experience the joy of endless possibilities, reflecting the more than 479 million ways one can enjoy a pack of 12 original Starburst.
“Different Every Time” challenges the uniformity imposed by algorithms and trends, celebrating instead the freedom to choose your own flavorful adventure. The multimedia campaign leverages generative AI to create diverse world scenes and vibrant styles, ensuring that fans encounter fresh and unique content with each viewing. This dynamic approach is embodied in over 300 bespoke assets and extends across TV, online platforms, social media, and more. Watch below:
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“Today marks a deliciously exciting milestone for Starburst as we unveil our new ‘Different Every Time’ campaign, the first in 12 years,” said Ro Cheng, vice president of marketing at Mars. “Inspired by the endless possibilities for adventure in every pack, this campaign celebrates the joy of choice and individuality in a world inundated with sameness. With the help of generative AI, we’re bringing fans dynamic and ever-changing content, ensuring each experience is truly unique. From our vibrant TV spots to interactive AR lenses on Snapchat and a flavor-inspired music adventure on Spotify, there’s something for everyone to savor.”
Fans can immerse themselves in the campaign through various interactive experiences. On Snapchat, a unique AR lens inspired by Starburst’s playful flavor combinations offers a different experience every time. Starting May 13, a “chews” your own music adventure on Spotify will allow fans to discover new music based on their flavor preferences.
“Starburst is a unique product in that there are endless ways to enjoy them,” added Colin Selikow, chief creative officer at DDB Chicago. “We wanted to deliver on that product truth in the new work by creating a platform that is literally different every time you experience it. Creating the novelty and constant discovery that Gen Z is looking for. It creates that perfect sweet spot where the campaign experience perfectly matches the product experience.”
The “Different Every Time” campaign promises to invigorate the Starburst brand by emphasizing the uniqueness and fun of each experience, much like the candy itself.
CREDITS:
BRAND: Starburst
- Brand Director: Ashley Gill
- Brand Director: Heather Stuckey
- Chief Brand Officer: Rankin Carroll
- Brand Manager: Christina Ulmes
- Chief Marketing Officer: Gabrielle Wesley
- Brand Director: Ro Cheng
- Brand Manager: Divya Mandava
- Content Director: Chris Bendeck
- Content Manager: Geoff Immel
- Communications Manager: Seung Park
- Studio Manager: Samantha Sramowicz
- PR: Kayla Mackie
AGENCY: DDB Chicago
- Account Executive: Samuel Hess
- Director of Business Affairs: Jillian English
- Strategy Director: Josh Drueck
- Head of Strategy: Jaime McGill
- Chief Creative Officer: Colin Selikow
- Group Creative Director: Brian Culp
- Group Creative Director: Katie Bero
- Creative Director: Mihail Alesksandrov
- Creative Director: Pedro Araujo
- Head of Production: Annie Larimer
AGENCY: Critical Mass US
- Client Lead: Alysson Scartz
- Head of Client Services: Lauren Rapoport
- Account Director: Joey McGlumphy
- Project Director: Sarah Lobdell
- Project Manager: Emma Carelle
- Business Affairs Manager: Robyn Ho
- Strategy Manager: Kathryn Swiston
- Strategist: Jaylyn Oliver
- Executive Creative Director: Andrew Lavery
- Creative Director: Cody Murri
- Group Creative Director: Will Danilow
- Associate Creative Director: Meghan O’Neill
- Associate Creative Director: Stephanie Newton
- Associate Creative Director: Chantal Miyagishima
- Designer: Iris Ti
- Copywriter: Liam Walsh
- Producer: Tommy Costello
- Production Designer: Daniela Perez
- Production Designer: Paige Burger
PRODUCTION COMPANY: Tool NA
- Director: Bobby and Brig
- Creative Director: Ezra Paulekas
- Executive Producer: Dustin Callif
- Content Director: Nancy Hacohen
- Executive Producer: Rob Sexton
- Head of Production: Adam Litt
- Line Producer: John Scarth
- Director of Photography: Liam Mitchell
- Production Designer: Bill LeBlanc
- Head of Production: Kaili Kubpart
- Producer: Max Knies
POST/VFX: Tool NA
- Producer: Syahirah Mansor
- Editor: Ed Yonaitis
- Technical Director: Dr. Sam Khoze
- Technologist: Wim Vanhenden
