ABOUT

In a fruity candy category flooded with innovation, STARBURST® was a legacy brand struggling to stay relevant. With younger consumers chasing novelty and little newness of our own, we leaned into a core product truth—the variety of STARBURST® flavors and forms creates a different experience every time. We turned this product story into a brand behavior, ensuring every interaction felt fresh in a world where algorithms give us more of the same. As a result, we put the burst back in the brand.