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June 5, 2012 / windlessly


Man, I feel really out of the candy world loop. I just saw this Starburst commercial recently and had no idea that they changed their slogan:

I really liked the old slogan, “Isn’t Life Juicy?” better than this new one (“It’s a juicy contradiction”). But a multi-million dollar corporation wouldn’t just change their slogan for no reason so I suppose there is thought and research behind it. But still, how many people actually sat down one day with a package of Starburst and was like “huh… this candy is very chewy in the center. It’s also kind of solid when you first bite into it. What a contradiction!” I mean I didn’t. I get the juicy part fine. Starbursts are tangy, yummy, sweet, shareable, and chewy. Nowhere did I ever get the impression that there was a contradiction.

If that’s the case, is the company trying to change the image of their product? I mean, gum products and candy aisle products are always trying to revamp their look and flavor and texture, so I totally get that. And the whole contradiction thing does lead to some fun marketing strategies. The commercial may not be THAT funny, but it does its job, which is getting the audience to pay attention and then see the slogan at the end.

As for me, I know I’m already starting to crave some Starburst. So while my initial reaction to the slogan change was a bit unsettling, I have to admit it works, just because it’s something new. What do you think about it?


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