SweeTARTS® New “Be Both™” Marketing Campaign Celebrates the Multi-Dimensionality of Its Products and Gen Z Consumers

The marketing campaign, developed with the aid of SweeTARTS’ new lead innovative employer Duncan Channon, brings to life SweeTARTS’ new, colourful and design-ahead visual identity through an lively world of folks who appear to be one manner – a prim ballet dancer, a shy partygoer, a modest older girl, and a methodical scientist – and are discovered to be tons more than what they seem before everything glance. The more than one aspects of the characters’ identities which might be unveiled mirror SweeTARTS’ range of flavors, textures and bureaucracy, which might be visually woven during the spots. Four new :15-2d TV spots, which includes: Grace and Grit, Science & Art, Wise and Wild and Shy and Fly, will air nationally on stations accomplishing the target market, age 18-24, together with E!, Comedy Central, ESPN, FX, IFC, MTV and Vice WWE, in addition to on Hulu and social channels. Additionally, :6 digital spots, which includes Long and Short and Hard and Chewy, will seem over the next month to show off the breadth of the product portfolio. The logo’s heavy media funding will also be supported with a robust social media presence and influencer hobby.

“We see a brilliant possibility for SweeTARTS to connect with young adults who anticipate modern brands to apprehend and mirror their identities,” said Annie Meyer, marketing director at Ferrara Candy Company. “That’s why we are so excited to release the ‘Be Both’ campaign. Our brand is inspiring, playful, brave and lively – and essentially built on a duality of ‘candy’ & ‘tart’ – so it’s a herbal fit for SweeTARTS to celebrate individuals who are residing unapologetically colorful and multidimensional lives.”


The campaign reflects the modernization of the SweeTARTS product portfolio, which now gives tons greater than the emblem’s original candy and tart difficult candy that launched in 1963. The portfolio now consists of multi-textured and multi-flavor codecs that are highly relevant – but less widely known – to modern-day candy consumers, together with SweeTARTS Ropes, SweeTARTS Gummies, and SweeTARTS Chewy. In unique, SweeTARTS Ropes are developing 5x faster than the category, in line with IRI facts from April 2018-April 2019.

“We were inspired by means of the cultural fact that Gen Z lives in a global wherein no one desires to be just one aspect, or be pressured to pick among more than one aspects of their personal fact,” said Kelleen Peckham, director of a logo approach, Duncan Channon. “The ‘Be Both’ concept and marketing campaign embraces surprising mash-united states of Americain our personal expression, just as SweeTARTS sweet gives sudden collisions of taste, texture, and shade.”

Ashley Stephens

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