Starburst is set to unleash 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, in store activation, as well as targeted digital and social media engagement across Facebook, Twitter and YouTube.
Matt Austin, Wrigley Confections Business Unit Director, said:
“This year will see the highest level of investment in Starburst since Wrigley took ownership of it 2008, and we anticipate that our exciting new TV ad, as well as all of the innovation we have lined up, will result in rapid growth for the brand.
“Starburst is a big player in Fruit Confections. Worth £20m and, with Starburst Original outperforming the category as one of the leaders in Fruit1, it’s also a brand that mustn’t be underestimated by retailers.
“Starburst should be clearly visible in the shoppers’ path to purchase to drive sales.”