Starburst is set to unleash its playful side with a multi-million pound brand re-launch, which challenges consumers to ‘let their Starburst out’. The activity, which kicks off this month, includes a range redesign, the introduction of a new sharing format and a limited edition pack tapping into the Queen’s Diamond Jubilee.
The re-launch represents the biggest brand investment for Starburst in over five years and will be supported by a fully integrated through-the-line marketing drive. This will comprise a £2m TV ad campaign, mass outdoor sampling at music festivals and summer events, eye-catching in store activation, as well as targeted digital and social media engagement across Facebook, Twitter and YouTube.
Set to be unveiled across the entire range, Starburst’s new look will achieve maximum stand out on shelf through a bright, vibrant design, and on pack flashes communicating its playful side and ‘no artificial colours or flavours’ message. New wrappers, featuring lots more quirky challenges, encouraging fun times amongst consumers, will be revealed at the same time.
Available from May to capitalise on all things British, Starburst is launching The British Collection – a limited edition Union Jack themed pack containing favourite British flavours: Strawberry, Blackcurrant, Raspberry and Apple. The British Collection will be available in a 170g pouch and 45g Piece Stick pack format.