Vega Awards Canopus Winner Winner

United States

2022

SweetBEATS

Entrant Company

Duncan Channon

Category

Digital Marketing (Campaign)

Client's Name

Ferrara Candy Co. / SweeTARTS

Sub-Category

Contests & Promotions

Our SweeTARTS Be Both campaign is a celebration of duality and personal expression and we wanted to bring that to life in ways beyond traditional marketing. Toward that end, we developed an interactive experience that tapped into Gen Z’s love of music, self-expression and creativity, under the brand objective to spread awareness of its product portfolio to a new generation. The SweeTARTS SweetBEATS music mixer was born to uniquely showcase the breadth and depth of the SweeTARTS product portfolio and build brand relevance with Gen Z while solidifying the SweeTARTS position in current culture. In this mobile-first experience, visitors were given a tool to create their own music with a custom mixer that featured SweeTARTS’ candies atop the controls. We gave users four melodies and four rhythms to mix and match, ranging from vintage to vibey. The design intentionally infused product discovery into the experience with each custom beat inspired by the distinct vibe of SweeTARTS candies: Ropes, Chewy and Originals. By manipulating the various settings (candies), no two beats would be the same. The incentive to test out one’s music-making prowess was a contest layered into the experience. Creators were able to share their beats with friends. And the 20 most popular got the chance to join a 1:1 virtual studio session with pop superstar Christina Aguilera, with the winner chosen by the singer personally and the track added to Spotify.

Credits

SweeTARTS Ferrara Candy Co.
Duncan Channon Creative Agency
Mindshare Media Agency
Day One Social Agency
Golin PR Agency
Wildlife Production Company
Plan8 Music Production
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