Sweetarts targets Gen Z with new 'Be Both' campaign

By April 24, 2019Advertising

The four 15-second spots, developed by creative agency Duncan Channon, are slated for E!, Comedy Central, ESPN, FX, IFC, MTV and Vice WWE, as well as Hulu and social channels. The campaign includes Sweetarts candies including Sweetarts Ropes, Sweetarts Gummies and Sweetarts Chewy. Past campaigns for Sweetarts included “Follow Your Tart” in 2016. 

Candy marketers, in general, are feeling increasingly squeezed by both online grocery shopping—candy sales are helped by impulse buys in brick-and-mortar stores—and consumers shifting to healthier options with less sugar.

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