Situation: Today, we consume almost all of our content vertically. In fact, we hold our phones vertically 94% of the time, according to MOVR’s Mobile Overview Report 2020. Meanwhile, Starburst was launching their first product that didn’t come in their classic square shape. The new product was shaped like a stick.

Brief: Launch Starburst Swirlers to young consumers in a culturally relevant that also communicates the products key benefit (new shape).

Objectives:

-Reach amongst target audience

-Awareness of new Starburst Swirlers product and key benefit (new shape)

We created an ad that was as vertical as our candy. While most vertical ads are simply cropped, we went much farther, turning our set on its side and creating an entire vertical world. The result was a commercial that was literally vertical, only making sense when viewed on a phone.

To complete the experience, we launched with a 100% mobile, vertical ad buy, ensuring everyone who consumed our vertical ad did so on their phone.

Our target audience is teens and Gen-Z. They watch almost no TV, consuming content almost exclusively on their phones.

All creative concepts had to be developed with these media habits in mind.

We created an ad that was as vertical as our candy. While most vertical ads are simply cropped, we went much farther, turning our set on its side and creating an entire vertical world. The result was an ad that only made sense when viewed on a phone.

To complete the experience, we launched with a 100% mobile, vertical ad buy, ensuring everyone who consumed our vertical ad did so on their phone.

BUSINESS RESULTS

1. Highest repeat rate of all Mars Wrigley Fruity Confection Launches at 33%

2. Swirlers was a Top 10 item at Walmart in 2020

3. Swirlers produced the 2nd highest category expansion of Mars Wrigley Fruity launches in recent history.

MEDIA RESULTS

1. Reach (Overall campaign reach): 60%

2. Impressions overall and by partner: 112M across an 8 week campaign period