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 + News
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
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While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”
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Daily smoking has been on the decline for decades and yet casual smoking is actually on the rise. How do we get at-risk groups to see social smoking for what it is: plain old dangerous, unhealthy smoking.
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