Airheads is banking on
nostalgia.
The fruit-flavored taffy is reintroducing its head-inflation campaign, which became popular in the early 2000s.
Highdive produced the
creative, directed by Harold Einstein, running across YouTube, Meta platforms, TikTok, Snapchat and online video.
Chad Broude, co-CCO at Highdive, told Agency Daily: "Bringing back the inflating heads is about listening to what consumers remember and
love most about the brand. Because brand equity is a precious thing. Once you have it, you need to lean into it. And the inflated head is certainly brand equity.”
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The updated
ads target millennial memories, while showing a new demographic the brand's wacky spirit.
A big reason for the Airheads return is its recall by longtime fans. Given its popularity,
the inflation theme will continue across Airheads’ digital video spots throughout the year.
Other client work by Chicago agency Highdive includes Jeep, State Farm, KFC and
Culligan.
Perfetti Van Melle manufactures and distributes candy and chewing gum in more than 150 countries. Its product line includes Mentos, Chupa Chups, Alpenliebe,
Fruit-tella and Big Babol.