A teenager arrives at his date's home to take her to the prom. While waiting for her to come downstairs, he pops a Sour Starburst into his mouth. His sour face reaction to the Starburst, which occurs during her grand entrance, is completely misunderstood by his date and her family.
Philosophie
The purpose of this advertising was to introduce Sour Starburst, driving awareness and trial. Additionally, the product was to be differentiated from regular Starburst by adding a "sour" twist to the real teen story. This was accomplished by creating a situation where the teen boy's Sour Starburst reaction could be misinterpreted to humorous and memorable effect. The result of this strategy was "Prom" which warns consumers that Sour Starburst combines sour flavor with classic fruit chews so well it is important to be careful when and where you eat it.
Problem
The "Isn't Life Juicy?" campaign draws upon real teen insights and moments and the role that Starburst plays in those moments. The challenge of the "Prom" execution was to introduce Sour Starburst in campaign but with a "sour" twist ensuring it would be distinct and different from other Starburst executions.