Starburst embraces GenAI to extend "different every time" campaign

Mars has launched a new Starburst campaign, harnessing generative AI to explore the "joy of endless possibility" theme, paralleling the variety in their candy packs. The campaign features a mix of TV and digital spots, where characters experience surreal, AI-generated worlds after trying different Starburst flavors, emphasizing the tagline, "Different every time." Additionally, Starburst extends this experience on Snapchat with an AR lens and on Spotify with a music adventure influenced by flavor choices, demonstrating innovative cross-platform engagement with their audience.

Mars is fully embracing generative AI in a brand campaign for Starburst in which the endless visual outputs of artificial intelligence mirrors the “joy of endless possibility” offered by the product itself.

A series of spots focuses on a woman and man who sample different combinations of the product (the brand says there are more than 479 million ways to enjoy one pack of 12 original Starburst) and are transported to surreal AI-generated worlds. The tagline is “Different every time.” 

See four examples of the new spots above and below. These four spots will air on TV, with some 300 more assets running online—across programmatic, Meta and Snapchat.

Production company Tool worked on the campaign, with Bobby Louise & Brig handling the live action and Ezra Paulekas as the AI creative director.

Full story at AdAge.