We decided to physically demonstrate the sugar that was removed from the product by creating Starburst Re-Juiced ‘Leftover Sugar’.

Thousands of 250g sugar bags were produced and a staggering 600,000 sugar sticks (used for coffees) were also produced and distributed via cafes.Outdoor, ambient and Point of Sale were all used with the objective of directing consumers to leftoversugar.com.au where they could claim their free bag of sugar and have it sent out to them. In order to receive their free sugar, consumers were required to enter a code from a packet of Starburst Re-Juiced which they had previously bought.

In addition to generating awareness of the product through an innovative use of paid media, the campaign grew organically through the idea of ‘free sugar’. There was direct traffic to leftoversugar.com.au from those who had seen the outdoor, but in addition, visitors to the site came from hundreds of different referral web pages. Consumers splashed images of the free ‘Leftover Sugar’ across online forums, which bought priceless exposure for a new product.

The sugar ran out weeks before the media finished, and traffic continues to flow to leftoversugar.com.au to this day, making it Starburst's biggest campaign launch in five years.