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Starburst The Queen Drum News

Starburst set for £2m relaunch advertising campaign as it plans limited edition Jubilee packaging


By The Drum Team | Editorial

May 2, 2012 | 2 min read

Confectionary brand Starburst is to undergo a multi-million pound brand relaunch as it challenges consumers to ‘let their Starburst out’, including a £2m TV advertising campaign.

The activity, which will begin this morning, will include a redesign of the range, an introduction to a new sharing format and a limited edition pack that will aim to celebrate the Queen’s Diamond Jubilee.

Promotional activity will include a £2m TV ad campaign, mass outdoor sampling at music festivals and summer events, in-store activation and digital and social media activity.

Matt Austin, Wrigley Confections Business Unit Director, explained; “This year will see the highest level of investment in Starburst since Wrigley took ownership of it 2008, and we anticipate that our exciting new TV ad, as well as all of the innovation we have lined up, will result in rapid growth for the brand.

“Starburst is a big player in Fruit Confections. Worth £20m and, with Starburst Original outperforming the category as one of the leaders in Fruit1, it’s also a brand that mustn’t be underestimated by retailers. Starburst should be clearly visible in the shoppers’ path to purchase to drive sales.”

This month will see the launch of The British Collection, a limited edition Union Jack themed pack containing favourite British flavours, such as Strawberry, Raspberry, Blackcurrant and Apple.

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