After more than eight years of establishing the “Unexplainably Juicy” brand platform, Starburst refreshed its value proposition to deepen engagement with its existing fans and broaden appeal to Gen Z consumers. The campaign “Ask the Universe” leverages the brand’s core promise of intensely juicy flavor by transforming curiosity about how Starburst achieves its distinctive taste into an interactive, imaginative experience. By framing this question—“How do they make Starburst taste so juicy?”—as a cosmic mystery, the campaign positions Starburst as a brand that invites wonder and playful exploration.
Strategically, the campaign taps into a key insight: Gen Z exhibits a higher interest in space (63% vs. 49% US average), making outer space an effective thematic vehicle for engagement. The creative angle employs a TikTok hashtag challenge (#BeamItUpStarburst) that encourages users to create imaginative videos directed at extraterrestrial life, effectively blending the brand’s flavor narrative with a contemporary cultural fascination. The use of TikTok as a platform and the partnership with SpaceSpeak—enabling selected videos to be beamed into space—adds a tangible, innovative dimension to user participation. This technology-driven element, combined with influencer activation via astrophysicist Kirsten Banks, further legitimizes and amplifies the campaign’s space theme.
Overall, the campaign integrates digital engagement, influencer credibility, and a culturally resonant theme to both reinforce the brand’s signature juicy taste proposition and captivate a younger, space-curious audience in an authentic and interactive manner.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits the "Symbolize the Benefit" format because it takes Starburst’s core attribute—being “unexplainably juicy”—and represents this mysterious juiciness through a symbolic, imaginative device: asking the universe and beaming the question into outer space. Instead of explaining the benefit literally or showing a typical story arc, the campaign leverages the vastness and wonder of the universe itself as a metaphor for the product’s almost supernatural juiciness. The use of space and cosmic curiosity is a figurative, exaggerated way to communicate just how extraordinary Starburst’s flavor is, engaging Gen Z’s fascination with mystery and the unknown to reinforce the product benefit in a playful, symbolic way.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Skittles – Market Positioning
Skittles positions itself as a vibrant, fun, and imaginative fruit-flavored candy brand appealing to a broad demographic. Known for its “Taste the Rainbow” campaign, it emphasizes bold, intense flavors and colorful variety. Skittles leverages quirky, playful advertising and experiential marketing to create a distinct, youthful, and inclusive brand identity centered around creativity and unpredictability.
2. Starburst – Market Positioning
(For reference only; not a competitor)
3. Sour Patch Kids – Market Positioning
Sour Patch Kids differentiate through their “first sour, then sweet” taste experience that resonates with consumers seeking bold, tangy flavors. They emphasize mischievous, playful branding that connects emotionally with younger audiences by reflecting attitudes of rebellion and fun. Their advertising often includes humorous and cheeky narratives that highlight their unique sour-to-sweet flavor journey.
4. Mike and Ike – Market Positioning
Mike and Ike positions itself as a classic, nostalgic fruity candy brand with a focus on smooth, chewy texture and bright, sweet flavors. The brand appeals to adults who remember it from childhood while still attracting younger consumers through updated, fun marketing campaigns. It highlights flavor variety and playful character personalities to build a lively, approachable identity.
5. Jolly Rancher – Market Positioning
Jolly Rancher is known for its intensely flavored, long-lasting hard candies with a bold and vibrant fruit taste. The brand’s marketing emphasizes energetic, youthful enthusiasm and vibrant colors, appealing to teens and young adults who crave adventurous and impactful flavor experiences. Jolly Rancher leverages a strong sense of nostalgia while innovating with new product lines to maintain relevance.
6. Haribo (Goldbears) – Market Positioning
Haribo Goldbears stand out as the original gummy bear confectionery brand, emphasizing quality, heritage, and fun. The brand delivers a chewy, fruity candy experience with broad appeal across all ages. Haribo uses warm, family-friendly advertising to communicate trust, tradition, and consistent taste, reinforcing its position as a beloved, timeless candy option worldwide.
Q: What is Ask the Universe about?
A: Ask the Universe is a 2022 integrated campaign created by DDB for Starburst in the United States, designed to refresh the brand’s long-standing Unexplainably Juicy platform and engage a broader Gen Z audience. The central creative idea invites fans to pose the question How do they make Starburst taste so juicy? to outer space, leveraging a TikTok hashtag challenge (#BeamItUpStarburst) and a partnership with SpaceSpeak to beam selected user videos into space. The campaign is supported by influencer activation from astrophysicist Kirsten Banks and integrates real-time tracking of videos’ journeys through the solar system, blending digital engagement with cosmic curiosity.
Q: What creative device does Ask the Universe use?
A: Ask the Universe employs the Symbolize the Benefit format, as classified by Clapboard’s 12-format taxonomy. Rather than explaining Starburst’s juiciness in literal terms, the campaign uses the vastness and mystery of the universe as a metaphor for the brand’s almost supernatural flavor. By inviting fans to ask the cosmos how Starburst achieves its signature taste and beaming those questions into space, the campaign exaggerates the product’s benefit in a playful, imaginative way that resonates with Gen Z’s fascination with the unknown.
Q: What is the campaign proposition for Ask the Universe?
A: The strategic proposition behind Ask the Universe is to transform curiosity about Starburst’s intensely juicy flavor into an interactive, imaginative experience that deepens engagement with existing fans and expands appeal to Gen Z consumers. By framing the question How do they make Starburst taste so juicy? as a cosmic mystery, the brand positions itself as one that celebrates wonder and playful exploration. This approach leverages Gen Z’s heightened interest in space and technology, making Starburst culturally relevant within the confectionery and snacks market.
Q: How does Ask the Universe rank in Clapboard's archive?
A: Ask the Universe holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the confectionery and snacks category.
Q: Who are the competitors in Starburst's category?
A: In the confectionery and snacks market, Starburst competes with brands like Skittles, which is known for its vibrant, imaginative positioning and the Taste the Rainbow campaign; Sour Patch Kids, which emphasizes a mischievous, sour-then-sweet flavor journey; Mike and Ike, which leverages nostalgia and flavor variety to appeal to both adults and younger consumers; Jolly Rancher, recognized for its bold, long-lasting fruit flavors and energetic youth appeal; and Haribo Goldbears, which stands out for its heritage, quality, and family-friendly positioning as the original gummy bear brand.
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