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How sweet (and also tart) it is

It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS. Check out our Be Both launch work designed to speak to Gen Z’s embrace of duality and fluid identity.

The manifesto video above will live on the brand’s homepage and act as a kind of north star for all the Be Both work. New bite-size TV and digital spots begin playing this week on E!, Comedy Central, MTV and others. And the media spend will be fortified with a robust social presence as well as influencer activity.

Said DC ECD, John Kovacevich: “The Be Both idea is such a rich creative territory — the collision of colors and styles is a fresh new look for an old favorite. We’re excited by the first batch of work and the ways the campaign will come to life in the years ahead.”

We even got a little launch-day love from Ad Age.

Work