Dive Transient:
- Mars sweet model Starburst debuted “Completely different Each Time,” its first main marketing campaign in 12 years, in accordance with particulars shared with Advertising Dive.
- Marketing campaign spots make the most of generative synthetic intelligence (AI) to ship content material in quite a lot of scenes and types. The trouble consists of greater than 300 bespoke property and can span TV, on-line, social and different channels, together with an augmented actuality (AR) lens on Snapchat and a Spotify activation.
- Created by Staff OMC, a collaboration between Omnicom companies DDB and Important Mass, “Completely different Each Time” appears to interact Gen Z shoppers round novelty and discovery and demonstrates a technique that entrepreneurs can use generative AI to create property at scale.
Dive Perception:
Starburst is leaning into the greater than 479 million methods (12 factorial, for any math nerds within the viewers) that customers can get pleasure from one 12-pack of its candies for its first main marketing campaign in over a decade. “Completely different Each Time” takes this perception actually, trying to ship a seemingly limitless array of content material by using generative AI.
“Impressed by the limitless prospects for journey in each pack, this marketing campaign celebrates the enjoyment of alternative and individuality in a world inundated with sameness. With the assistance of generative AI, we’re bringing followers dynamic and ever-changing content material, making certain every expertise is really distinctive,” stated Ro Cheng, vice chairman of selling at Mars, in a press release.
Within the spots, two characters begin a distinct state of affairs — doing homework, working, streaming or learning — in a distinct setting, earlier than one character eats a Starburst sweet and the spot cycles by means of just a few vibrant, AI-created scenes in numerous types that draw inspiration from fantasy, anime, futuristic landscapes, geometric shapes and extra. 4 variations will run throughout TV and full-episode gamers based mostly on media caps, with completely different variations operating throughout programmatic, Meta and Snapchat because the model evaluates its total paid media plan, per particulars shared with Advertising Dive.
The marketing campaign is positioned as a balm for the “sameness fed to us by the algorithms and established order tendencies of as we speak,” and appears to create the novelty and “fixed discovery” that Gen Z appears for in content material, defined Colin Selikow, chief artistic officer at DDB Chicago, in a press release.
Together with a whole lot of bespoke property created for quite a lot of channels, Starburst will prolong “Completely different Each Time” with a Snapchat AR lens impressed by the the sweet’s taste mixtures and a Spotify activation that launches on Might 13 that’s billed as a “‘chews’ your individual music journey.” The Snapchat and Spotify parts put the marketing campaign in entrance of youthful shoppers on the platforms that they favor.
Over the previous few years, Starburst has engaged youthful shoppers by activating round memes and viral content material, particularly on TikTok. Earlier efforts have revolved round viral self-love mantras and Gen Z curiosity in house. Most notably, Starburst discovered success in 2021 by tapping into curiosity round a Little Lad character that appeared in a 2007 advert for its Berries & Creme candies that had gone viral on TikTok.
Different Mars sweet manufacturers have been lively entrepreneurs just lately, with Skittles raffling off a rent-free New York Metropolis micro-apartment to advertise its Littles product and Snickers extending its long-running “You’re Not You When You’re Hungry” model platform across the stresses of flying.
