Starbust is launching into 2014 with a new TV ad starring American singer Michael Bolton, plus a pack refresh across its entire range. Launching this month, the activity forms part of the brand’s new multi-million pound communication platform designed to show consumers just how ‘Unexplainably Juicy’ Starburst is.
The 20 second ad will run for 16 weeks and features Michael Bolton serenading trees in Starburst’s very own orchard. Viewers will see a woman contemplating how Starburst manages to make its sweets so juicy, only to be told by her friend that this is down to Michael ‘Boltonising’ the fruits with his smooth voice to help create the juiciest flavours in the world – cue Michael Bolton dancing and singing to a tree.
To help retailers boost sales, Wrigley has also revamped its Starburst packaging. The new packs will include a bigger, bolder logo, providing optimum stand-out on-shelf, whilst its brighter, more colourful design will work with the fruit images to communicate the juiciness of the product.
Matt Austin, Wrigley Confections Business Unit Director, comments, “Starburst is the juiciest sweet out there and one of the ways we make it so ‘Unexplainably Juicy’ is revealed in our new tongue-in-cheek TV ad, which encapsulates everything Starburst stands for – fun and juiciness. Research tells us that our fans enjoy Starburst so much because it makes them feel young again, so to unleash their playful side we are going to make up reasons why Starburst is so juicy, and Michael Bolton ‘Boltonising’ the fruits is just the start.”
