Reimagining a legacy brand for Gen Z’s endlessly creative world
By 2024, STARBURST® needed more than a new tagline—it needed a transformation. After years of being “Unexplainably Juicy,” the brand faced a Gen Z audience raised on algorithms, craving constant novelty, personalization, and creative self-expression. In a category driven by innovation and newness, we reimagined STARBURST® as the most creatively open candy on the shelf. “Different Every Time” wasn’t just a line—it was a brand promise: to turn every interaction into something unexpected and joyfully unique. A discovery engine for a generation that doesn’t just consume culture—they remix it.
Role:
Creative Director
Type
Commercial
Client:
Starburst
Agency:
Critical Mass
After launching with the core STARBURST® line, we brought the same modular magic to STARBURST® Gummies—dialing up the vibrancy, energy, and visual chaos to match the playful texture of the product. We built even more dynamic, surreal worlds layered with candy-inspired details, while maintaining the flexibility of our content engine. The result was a refreshed asset library built to evolve—capable of delivering a different ad every time, without ever feeling repetitive.
Reimagining a legacy brand for Gen Z’s endlessly creative world
Reimagining a legacy brand for Gen Z’s endlessly creative world
By 2024, STARBURST® needed more than a new tagline—it needed a transformation. After years of being “Unexplainably Juicy,” the brand faced a Gen Z audience raised on algorithms, craving constant novelty, personalization, and creative self-expression. In a category driven by innovation and newness, we reimagined STARBURST® as the most creatively open candy on the shelf. “Different Every Time” wasn’t just a line—it was a brand promise: to turn every interaction into something unexpected and joyfully unique. A discovery engine for a generation that doesn’t just consume culture—they remix it.
Reimagining a legacy brand for Gen Z’s endlessly creative world
By 2024, STARBURST® needed more than a new tagline—it needed a transformation. After years of being “Unexplainably Juicy,” the brand faced a Gen Z audience raised on algorithms, craving constant novelty, personalization, and creative self-expression. In a category driven by innovation and newness, we reimagined STARBURST® as the most creatively open candy on the shelf. “Different Every Time” wasn’t just a line—it was a brand promise: to turn every interaction into something unexpected and joyfully unique. A discovery engine for a generation that doesn’t just consume culture—they remix it.
The Ultimate side by side component
By 2024, STARBURST® needed more than a new tagline—it needed a transformation. After years of being “Unexplainably Juicy,” the brand faced a Gen Z audience raised on algorithms, craving constant novelty, personalization, and creative self-expression. In a category driven by innovation and newness, we reimagined STARBURST® as the most creatively
The Ultimate side by side component
By 2024, STARBURST® needed more than a new tagline—it needed a transformation. After years of being “Unexplainably Juicy,” the brand faced a Gen Z audience raised on algorithms, craving constant novelty, personalization, and creative self-expression. In a category driven by innovation and newness, we reimagined STARBURST® as the most creatively