Starburst and DDB’s Vibrant Brand Campaign Is Powered by AI

Starburst, in its first major campaign in over 12 years, launched a new initiative that shows the endless possibilities of enjoying its iconic chews.

It does so through an innovative use of AI. Together with DDB and Critical Mass's Team OMC, the renowned candy brand launched a series of spots that know no bounds.

The 15-second "Study Different" shows a pair taking a bite of the fruit-flavored taffy before they're transported to an AI-made universe filled with color and excitement.

"Stream Different" follows the same premise, with the same two protagonists sitting back on their couch as they chew on different-flavored Starbursts.

"Homework Different" and "Work Different," the last in the series, are no different (pun intended).

Viewers see the two in the office and studying at their kitchen table, with their favorite candy snack injecting fun into their mundane activities.

'Chews' Your Adventure on Snapchat

In line with the colorful adverts, Starburst will extend its campaign on Snapchat and Spotify, offering fans a different way of experiencing the brand through the use of augmented reality (AR) filters.

Launching on May 13, users will be able to "chew" their adventure and discover music on Spotify based on the different flavors of Starburst.

"Inspired by the endless possibilities for adventure in every pack, this campaign celebrates the joy of choice and individuality in a world inundated with sameness," shared Ro Cheng, VP of marketing at Mars, which is Starburst's parent company.

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