SweeTarts is out with a Millennial-focused "Follow Your Tart" summer campaign to raise awareness for its candy brand, including the new Mini Gummies and Soft Bites candies.
The project has has been executed collaboratively by several shops including creative agency Dailey working on ads, Swift on digital, and MetaVision Media on media.
The concept "celebrates those who follow their passions to make the world around them more flavorful" by leveraging the popularity of young celebrities including singer Troye Sivan, YouTube star SeaNanners, and YouTube influencer MoMo O’Brien. These personalities appear in an anthem video which is being distributed across the SWT-owned digital channels, as well as by the influencers on their platforms.
The campaign also includes a multi-city tour that features an interactive “candy lab” and celebrity appearances. The tour first stopped at VidCon on June 23-25 where SeaNanners and SnapChat influencer MPlatco stopped by the "SweeTarts Follow Your Tart Candy Customization" lab and participated in social takeovers.
Next the tour will visit Entertainment Weekly's Con-X during Comic-Con on July 20-24. During this event, Troye will perform and MoMo will interact with guests while fans can experience the candy customization lab.
The Nestle-owned candy brand isn't planning any TV or print support for this campaign, but there is a national radio spot that is currently airing across the U.S.