ARCHIVEStarry Goes Full Chaos With Bring Out The Starry in 2025
Starry's "Bring Out The Starry!!!" is a 60-second film produced by VaynerMedia, published in the United States in March 2025, that parodies daytime health-and-wellness television programming through exaggerated screaming, physical comedy, and deliberately absurdist lemon-and-lime mascots named Lem and Lime to drive brand energy among younger consumers.
The campaign deploys a format immediately familiar to American audiences: the earnest, optimistic daytime show, complete with its studio-audience warmth and wellness-adjacent messaging. Starry subverts that format entirely. Rather than calm reassurance, the brand delivers maximum volume. The fictional daytime-show scenario escalates into what Muse by Clio described, in a review published on March 6, 2025, as an "out-of-control" spot. The label is not a criticism — it is the point. Lem and Lime, Starry's principal recurring animated mascots representing the brand's lemon and lime flavors, appear as deliberately "awful" science-fiction-style characters whose exaggerated presence amplifies rather than undermines the comedic premise.
Starry itself is a relatively young brand. PepsiCo launched Starry in January 2023 as the direct replacement for Sierra Mist, according to reporting by LBB Online and Beverage Daily. The brand established its identity early around freshness, cultural relevance, and a younger demographic rather than any inherited Sierra Mist equity. By the time "Bring Out The Starry!!!" arrived in March 2025, the brand was ready to escalate its creative ambition. The campaign covers both Starry and Starry Zero Sugar, broadening its reach across the brand's product portfolio. In the United States, the spot positions Starry not merely as a lemon-lime soft drink but as a carrier of irreverent, high-energy humour that distinguishes it from the more restrained creative approaches common in the drinks non-alcoholic category.
Starry occupies a structurally competitive position in the United States carbonated soft drinks landscape. North America accounted for approximately 36.4% of global carbonated soft drink revenue in 2025, according to Mordor Intelligence, making it the single most commercially significant market for a brand of Starry's ambitions. Within that market, Starry competes most directly against Sprite, the Coca-Cola Company's dominant lemon-lime entry, and against 7UP, which is distributed in the United States by Keurig Dr Pepper. Both competitors carry decades of brand equity and distribution infrastructure that Starry does not yet match.
The strategic logic of "Bring Out The Starry!!!" is a direct response to that competitive reality. Starry exceeded Sierra Mist's total sales within its first year, according to PepsiCo executives cited by Axios, demonstrating that the brand's initial positioning had traction. The 2025 campaign pushes further. Rather than competing on taste claims or refreshment cues — the default vocabulary of lemon-lime advertising — VaynerMedia chose humour as the primary differentiator. The parody-of-wellness-TV format is an insight-driven choice: it meets younger American consumers inside a genre they recognise and then breaks that genre loudly enough to be memorable.
The campaign also reflects a broader strategic opportunity. Starry's early marketing emphasised basketball and cultural relevance, according to Bevi Co, and the introduction of characters Dylan and Dr. Sway alongside Lem and Lime in subsequent creative suggests a deliberate effort to build a recurring fictional universe rather than produce isolated executions. In the drinks non-alcoholic category, brand-owned characters capable of generating ongoing cultural conversation represent a durable asset. "Bring Out The Starry!!!" advances that asset strategy while using Humour as the creative mechanism most likely to generate earned attention in a crowded United States media environment.
Adam Newacheck directed "Bring Out The Starry!!!" for production company London Alley. Newacheck's execution is precise in its imprecision: the ad is designed to appear chaotic while delivering its comedy through controlled escalation. Muse by Clio, reviewing the spot on March 6, 2025, characterised the combined effect as a parody of daytime health-and-wellness programming that uses exaggerated screaming, physical comedy, and deliberately constructed visual absurdity to produce its humour. The aesthetic is intentional throughout — nothing in the spot reads as accidental excess.
The fictional daytime-show format is a demanding creative vehicle because it requires the audience to recognise the genre being parodied before the subversion can land. London Alley's production establishes the genre codes quickly: the staging, lighting grammar, and performance register of the wellness-TV world are all present and legible in the spot's opening moments. The payoff depends entirely on that legibility. Once the format is established, Lem and Lime's intrusion — rendered as the deliberately "awful" science-fiction-style mascots described by Muse by Clio — functions as a genre collision rather than a non-sequitur.
The characters Dylan and Dr. Sway appear alongside Lem and Lime within the campaign's fictional universe, deepening the parody's internal logic and giving VaynerMedia a set of recurring figures capable of sustaining future executions. The decision to treat Lem and Lime not as polished brand icons but as proudly rough-edged mascots reflects a creative philosophy that prizes authentic irreverence over conventional brand safety. In the context of 2025 United States advertising in the Food and Drink category, that philosophy carries strategic weight: audiences attuned to self-aware humour respond more readily to brands that demonstrate awareness of their own artifice than to those that present mascots with earnest sincerity.
ARCHIVEMuse by Clio covered "Bring Out The Starry!!!" on March 6, 2025, with a review titled "This Starry Soda Ad's a Scream. It's Loud, Too" — editorial coverage from a respected industry publication that signals the campaign achieved meaningful creative cut-through at or near launch. No additional third-party verified performance metrics, including view counts, brand-lift figures, or sales-attribution data, are publicly available for this campaign at the time of writing.
Structural analysis supports a positive effectiveness assessment. The campaign's core mechanism — genre parody deployed through recognisable characters — is well-matched to the brand's stated objective of reaching younger American consumers in the drinks non-alcoholic category. The use of recurring mascots Lem and Lime, combined with the introduction of Dylan and Dr. Sway, builds toward a fictional universe that can generate compounding brand recognition across multiple executions rather than requiring each piece of content to establish brand identity from scratch. That compounding effect is a structural advantage in a competitive US market where Sprite and 7UP benefit from legacy recognition.
Starry's track record reinforces the campaign's commercial plausibility. The brand's sales surpassing Sierra Mist's within its first year, as cited by Axios, established that PepsiCo's repositioning had genuine consumer uptake. "Bring Out The Starry!!!" builds on that momentum with a creative ambition calibrated to sustain and expand that audience. Clapboard rates this campaign 63 out of 100, reflecting strong creative distinctiveness and a well-executed strategic premise, moderated by the absence of verifiable performance data that would confirm whether the spot's entertainment value translated into measurable commercial outcomes in the United States market.
"Bring Out The Starry!!!" is a 60-second film by VaynerMedia for Starry, published in the United States in March 2025. It parodies daytime wellness television using animated mascots Lem and Lime, physical comedy, and exaggerated screaming to position Starry as an irreverent, humour-driven brand in the non-alcoholic drinks category.
Adam Newacheck directed the campaign for production company London Alley. Newacheck's approach combines controlled escalation with deliberate visual absurdity, establishing the wellness-TV genre before subverting it through the intrusion of Starry's lemon-and-lime mascots Lem and Lime alongside characters Dylan and Dr. Sway.
Lem and Lime are Starry's principal recurring animated mascots representing the brand's lemon and lime flavors. In "Bring Out The Starry!!!" they appear as deliberately rough-edged, science-fiction-style characters, a design choice Muse by Clio noted as intentional, reinforcing Starry's self-aware, humour-first creative identity in the United States.
VaynerMedia chose the format to differentiate Starry from competitors like Sprite and 7UP in the United States. Parody of wellness television gives younger American audiences a familiar genre to recognise before the brand subverts it loudly, generating memorable humour without relying on conventional refreshment or taste-claim advertising common in the non-alcoholic drinks category.
PepsiCo launched Starry in January 2023 as the direct successor to Sierra Mist, according to LBB Online and Beverage Daily. The brand exceeded Sierra Mist's total sales in its first year, per PepsiCo executives cited by Axios, establishing a younger, culturally relevant identity before escalating its creative ambition with campaigns like "Bring Out The Starry!!!" in 2025.
Clapboard rates "Bring Out The Starry!!!" 63 out of 100. The score reflects strong creative distinctiveness and a well-matched strategic premise for the United States non-alcoholic drinks market, moderated by the absence of publicly verified performance data confirming whether the campaign's humour translated into measurable commercial outcomes for Starry.
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