Today, for the first time in 12 years, STARBURST, the deliciously different candy, debuted “Different Every Time,” a brand-new campaign that encourages fans to see and experience the joy of endless possibility. Inspired by the more than 479 million ways you can enjoy one pack of 12 original STARBURST, “Different Every Time” goes against the sameness fed to us by algorithms and status quo trends of today and instead celebrates the ability to choose your own adventure of delicious flavors and fun.
The multimedia campaign, created by Team OMC (DDB and Critical Mass), is anchored by a new advertisement crafted with the help of generative AI. This ad delivers various world scenes and vibrant styles so fans quite literally experience the content differently each time they view it. Comprised of over 300 bespoke assets, the campaign extends across TV, online, social media, and more.
Fans can also engage with the campaign on Snapchat using a different-every-time AR lens inspired by the vibrant and fun flavor combinations of STARBURST. Additionally, starting on May 13, Spotify will feature a “chews” your own music adventure, allowing fans to find and experience new music based on their flavor-inspired choices.
The “Different Every Time” campaign is a fresh and innovative way to showcase STARBURST’s commitment to bringing joy and variety to its fans. By leveraging cutting-edge technology and immersive experiences, the campaign highlights the limitless ways to enjoy STARBURST, making every bite a new adventure.
This professional campaign, titled ‘Different Every Time,’ was published in the United States in May 2024. It was created for the brand STARBURST by the ad agency Team OMC. This integrated media campaign is related to the Confectionery and Snacks industry and contains four media assets. With this campaign, STARBURST invites everyone to embrace the excitement of endless possibilities and to enjoy the candy in a way that’s truly different every time.
