STARBURST UN-SHARE PACKS
The First Unshareable Candy Pack. So you can put you first.
The words “self-love” and “self-care” are unavoidable nowadays. Yet, according to a recent survey, the average American spends just 25 minutes a day on themselves. And nearly 2 of 3 Americans report prioritizing others over themselves.
To launch Starburst All Pink’s new “All for Me” campaign and help Americans put themselves first, we took an industry staple – the share pack – and flipped it on its head, creating the first ever unshareable pack of candy.
Partnering with safe manufacturer MyCube – and utilizing their biometric fingerprint recognition – we created highly-secure limited-edition candy packs that would only open for their owner. Then we invited fans to submit to win their own. The catch – you could only enter by confessing something you love about yourself.
to launch Starburst Un-Share Packs, we teased the box on social. We then encouraged consumers to share one thing they love about themselves for a chance to win this limited edition Un-Share Pack. Thousands of entries poured in.
With zero dollars in paid media, we received 635M+ earned media impressions in the first week, with coverage by DELISH, Yahoo, MSN, Hollywood Life and more. Not to mention features in Adweek, DIELINE and Ads of the World.