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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.

As reported in the latest edition of MediaPost, SweeTARTS, bolstered by a nearly eight-point spike in sales, is back with a new national TV spot making an impassioned plea to all those seeking more than one thing.

New :06 second digital videos also exemplify ‘both-ness,’ as they feature objects made out of the candy itself — a cake, a book, even the logo itself. By making the candy the hero, the videos are designed to stop the scrolling finger with their eye-catching composition. 

Here’s what our ECD John Kovacevich had to say:

“What we love about ‘Be Both’ as a platform for SweeTARTS is that it’s sparked so many different activations that tap both cultural and brand truths. Our new spot brings ‘Be Both’ to life in a way that was inspired by the social sentiment we saw online from fans — people are fanatical about their favorite SweeTARTS. So we leaned into that passion and asked a simple question: Why choose a candy that’s just one thing when you can have both with SweeTARTS?”

And here’s what our all-too-kind client, Ashley Incamato, had to add:

“SweeTARTS’ brand DNA is all about being more than one thing, and we know that Gen Z target is a generation defined by their multi-dimensionality as well. ‘Be Both’ has been a platform that’s allowed us to be leaders in reaching Gen Z by authentically connecting our brand’s values with our consumers’ values. We’re thrilled that ‘Be Both’ has worked so hard in driving both sales and relevance among our target over the past year.”

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