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$Launch of STARBURST CHOOZERSÂ® - TBWA\LONDON Creates National TV Campaign$

Launch of STARBURST CHOOZERS® - TBWA\LONDON Creates National TV Campaign

18\06\2007

Mars has created a disruptive addition to the confectionery market in the form of a chew with a liquid centre, ‘STARBURST CHOOZERS’. To support its launch, TBWA\LONDON has created an engaging and entertaining national TV campaign. Breaking on the 17th June, the launch campaign will aim to drive awareness and trial of the new product.

Targeted at teenagers between the ages of 16-19, the humorous campaign is based on the product attribute — namely the fruity liquid centre in each of the three flavours in the pack, which oozes out when chewed.

The 20” spot features teenagers sitting in a park amusing themselves by holding out their fingers and lining them up with people in the distance, in order to create the illusion that their actions are affecting the persons movements. As one boy pinches the head of a man in the distance, another uses his finger to seemingly push along a roller-blader.

The teenager then jokingly takes out a STARBURST CHOOZER and positions it so that it appears to be above the head of a man in the distance. He squeezes the sweet and the fruity liquid centre somehow ends up covering the man. As the teenagers sit looking stunned, a policeman wanders over and uses his finger to taste the substance covering the drenched man, who is by now also eating the fruity liquid that he is covered in. The policeman then promptly begins licking the man’s face.

The endline reads “New Starburst Choozers. The Chews That Ooze”.

The ad was created by Frazer Jelleyman and Tom Chancellor at TBWA\LONDON, directed by Lenny Dorfman with media planning and buying through Mediacom.

The product launched in stores at the end of May.
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for more information please contact Avril Canavan; avril.canavan@tbwa-london.com 020 7573 7113

Note to editors

® STARBURST CHOOZERS is a registered trademark of Mars Credits Project name — Choozers Client — Stuart Woollford, UK Sugar Segment Leader, Mars. Brief — to launch new Starburst Choozers and drive trail and awareness Creative — TBWA\LONDON Creative Director — Frazer Jelleyman Copywriter — Tom Chancellor Art director — Tom Chancellor Planner — Kate Winter Media agency — Mediacom Media planner — Natalie Lee-Joe Media spend — undisclosed Production company - MJZ Director — Lenny Dorfman Editor — Richard Orrick at Work Post-production company - MPC Audio post-production company — Grand Central Exposure - National and Satellite TV

Author:: Avril Canavan
Tags:: choozers; starburst

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Launch of STARBURST CHOOZERS® - TBWA\LONDON Creates National TV Campaign

18\06\2007

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