Starburst sucks up to launch new brand Maria Ligerakis
CLEMENGER BBDO Melbourne has produced its first piece of work for Starburst since being appointed to the brand by Masterfoods Snackfoods late last year.
A guerrilla marketing campaign for Starburst’s new Sucks lollipop brand is spearheading the launch of an upcoming ad campaign by taking the word “sucks” to the streets to reach the target market of 14-24 year old consumers.
The street campaign highlights things that consumers think suck, including exams, hangovers and queuing at nightclubs.
The marketing strategy involves the use of strategically placed “sucks” stickers and on-the-ground sampling teams targeting key venues such as university campuses wearing badges with messages such as “study sucks” and handing out the lollipops.
The PR activity will later be followed up with a national TV and radio campaign.
Targeted nightclub activity and sampling activity will continue throughout October and November.
