‘Innovative Experimentation with Generative AI and Starburst’

Starburst has launched a new marketing campaign aimed at Gen-Z with a vibrant and colorful effort that may not be everyone’s cup of tea due to its trippy AI stylings. However, our view is that it is uniquely robo-creepy in a good way, with a compelling and unnatural edge that just works.

According to Colin Selikow, Chief Creative Officer at DDB Chicago, the goal of the campaign was to highlight the endless ways to enjoy Starburst. The push was developed in collaboration with Critical Mass, and aims to create a platform that offers a different experience every time. This concept manifests mainly on social media, with features like Snapchat filters and Spotify playlists.

Overall, the new campaign for Starburst is a bold and innovative approach to marketing to a younger audience, and while it may not be everyone’s cup of tea, it certainly stands out in a crowded digital landscape.