Hi-Chew candy's latest ad campaign is colorful, befitting its "World of Flavors"push.

Created by Gigasavvy, the four new taste treats  — Fantasy Mix (blue raspberry), Original Mix (grape), Tropical Mix (mango), and Dessert Mix (strawberry ice cream) — represent distinct worlds. The tag: "Choose Different. Choose Fun."

The "Worlds of Flavor" spot airs on multiple popular streaming services, such as Hulu, Peacock and Paramount +, as well as YouTube and the gaming platform PlayerWon. It has a social presence on Meta, TikTok, and Snapchat.

"We wanted to create an evergreen product commercial that we could expand upon as the Hi-Chew portfolio continues to grow," said Mitchell Fait, executive creative director of Gigasavvy. "It showcases an experience that gives each one of the brand's flavor mixes a unique personality for viewers to identify with and remember."

Hi-Chew, made from concentrated fruit juices, began in the 1800s in Japan and now produces more than 200 flavors. In the United States, the candy is available in sticks, peg bags and stand-up pouches. In 2015, Morinaga America, Inc., its parent company, opened its first U.S. manufacturing facility in North Carolina.

Teruhiro Kawabe, Chief Representative for the USA-President, CEO of Morinaga America, said: "Our goal is to create a playful and memorable experience that inspires both new and longtime brand fans to embrace the joy and fun that comes with every chew."

Hi-Chew’s U.S. sales have grown 20% year-over-year since fiscal year 2018. In fiscal 2023, sales reached approximately $125 million.