STARBURST
Juicy Pixels
CONCEPT
CREATIVE DIRECTION
ART DIRECTIONDespite being a top 3 brand in the fruity candy category, research indicated that GenZ consumers struggled to recall what the brand was all about. The ask was to come up with a compelling EBA that would win at retail and reinforce the brand’s “Unexplainably Juicy” tagline to drive sales of STARBURST® Original Fruit Chews.
THE SOLUTION: Positioning STARBURST as the catalyst of curiosity and creativity was at the core of the "Unexplainably Juicy" brand platform. Meanwhile, 8-bit pixel-based artwork was trending with the GenZ audience as NFTs were becoming all the rage. Recognizing the STARBURST chew for its uniquely square (pixel) shape, we invited GenZ to unwrap their imagination and build digital art with STARBURST®.
SHOPPER JOURNEY / HOW IT WORKS
BUY STARBURST packs and visit Starburst.com via
QR on display.
SCAN UPC codes on STARBURST to unlock juicy pixels (color palette).
GET inspired and create your own art!
SHARE your masterpiece on the STARBURST Juicy Pixels Gallery, and share on social.
WIN your art an NFT, or win other prizes.
RETAIL DISPLAY
RETAIL ACTIVATION EXAMPLE
A Pivot to The Juicyverse…
Although “Juicy Pixels” did not originally involve a branded metaverse, the foundational elements of the idea was applied to an immersive web environment — an innovative platform for STARBURST to develop an engaging brand experience for GenZ.
