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SweeTARTS wants us all to “Be Both” in new campaign

By Reel 360
June 29, 2020

In April 2019, Oakbrook-based SweeTARTS launched the ‘Be Both’ brand campaign by San Francisco-based Duncan Channon to celebrate its shared value with Gen-Z of being ‘more than one thing.’ Now, SweeTARTS is launching a new national TV spot ‘Library,’ which will be followed by additional creative in this theme in 2021.

In the spot, a SweeTARTS’ fangirl is incredulous when her bestie offers her a decidedly boring ‘Singulars’ candy – and proceeds to give an impassioned speech that calls out the absurdity of settling for a single taste and marvels at the delight of candy that’s both sweet and tart.

Her over-the-top reaction is silly and fun, particularly in a library where silence is golden. The idea drew inspiration from SweeTARTS’ social media where super fans aren’t afraid to show their passion.

A new 6-second digital videos launching also exemplify ‘both-ness,’ as they feature objects made out of SweeTARTS candy – a Cake, a Book and the SweeTARTS Logo. By making the candy the hero, the videos are designed to stop the scrolling finger with their eye-catching composition.

https://youtu.be/j9d_ZAHtJ_k

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“What we love about ‘Be Both’ as a platform for SweeTARTS is that it’s sparked so many different activations that tap both cultural and brand truths,” said John Kovacevich. “Our new spot brings ‘Be Both’ to life in a way that was inspired by the social sentiment we saw online from fans – people are fanatical about their favorite SweeTARTS. So we leaned into that passion and asked a simple question: Why choose a candy that’s just one thing when you can have both with SweeTARTS?”

In addition to national advertising, ‘Be Both’ has sparked several marketing activations that connect the candy line’s multiplicity of flavors (sweet and tart), textures (chewy and hard) and forms (ropes and bites) to Gen-Z’s desire to reject one-dimensional definitions of identity, including a collaboration with Wonder Woman 1984 featuring the release of a special-edition product inspired by the reality that the DC Comics hero is both ‘Wonder Woman’ and Diana Prince.

The limited-edition SweeTARTS Golden Ropes pay homage to Wonder Woman’s Lasso of Truth

There is also a partnership with Council of Fashion Designers of America (CFDA) designer Christian Siriano to create and unveil a custom couture look inspired by SweeTARTS’ ‘Be Both’ message around New York Fashion Week 2019.

Since launching ‘Be Both’ in 2019, the SweeTARTS brand has experienced:+ 12.8% increase in retailer distribution
+ 7.9% increase in overall brand sales
+ 23.6% YTD increase in hero product – Ropes product line
+ 13% increase in sales specific to new innovations
Launched Tik Tok account and grew account by 2000+ followers in the first month

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“SweeTARTS’ brand DNA is all about being more than one thing, and we know that Gen-Z target is a generation defined by their multi-dimensionality as well,” said Ashley Incarnato, senior brand manager, SweeTARTS. “Be Both has been a platform that’s allowed us to be leaders in reaching Gen-Z by authentically connecting our brand’s values with our consumers’ values. We’re thrilled that ‘Be Both’ has worked so hard in driving both sales and relevance among our target over the past year.”