Rocky Morton
Company Owner at MJZ
Los Angeles, United States
TitleProm
Agency
Campaign Isn't Life Juicy? - Starburst
Advertiser Mars, Inc.
Brand Starburst
PostedDecember 2002
Product Sour Starburst
Business Sector Candies
Tagline Isn't Life Juicy?
Story A teenager arrives at his date's home to take her to the prom. While waiting for her to come downstairs, he pops a Sour Starburst into his mouth. His sour face reaction to the Starburst, which occurs during her grand entrance, is completely misunderstood by his date and her family.
Philosophy The purpose of this advertising was to introduce Sour Starburst, driving awareness and trial. Additionally, the product was to be differentiated from regular Starburst by adding a "sour" twist to the real teen story. This was accomplished by creating a situation where the teen boy's Sour Starburst reaction could be misinterpreted to humorous and memorable effect. The result of this strategy was "Prom" which warns consumers that Sour Starburst combines sour flavor with classic fruit chews so well it is important to be careful when and where you eat it.
Problem The "Isn't Life Juicy?" campaign draws upon real teen insights and moments and the role that Starburst plays in those moments. The challenge of the "Prom" execution was to introduce Sour Starburst in campaign but with a "sour" twist ensuring it would be distinct and different from other Starburst executions.
Media Type Television
Length
Market United States
Editing Company
Music Company / Composer
Executive Creative Director
Art Director
Copywriter
Agency Producer
Account Director
Account Director
Director
Production Company Producer
Editor
Music
Production Company

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started