- Matthew Fields

As Mars expands its line of Starburst candies with the addition of Gummi Bursts, an integrated ad campaign comprising TV and online elements was unleashed this week under the tagline "Share Something Juicy."

A Starburst channel on YouTube is hosting a series of video shorts, entitled A Starburst Moment in Sharing. One video portrays a young man and llama feeding each other Starbursts on a sunny, green hillside. Several other shorts expose two people casually sharing too much personal and "juicy" information. Digitas, New York, handles online.

Other Starburst video shorts will be dispersed on blogger sites, including that of David Choi, DavidJr, Katers17, and Rhett and Link.

An animated series, called Nite Fite, will be sponsored by Starburst and syndicated online via NextNewNetworks. Written by Dan Meth and Mark Vitelli, Nite Fite emulates a late-night talk show in which two characters, Penalty and Lloyd, debate controversial topics. The site allows consumers to make comments on—or vote on—who they side with, Penalty or Lloyd. Nitefite.com premiered Thursday; some episodes can also be seen at Starburst's newly renovated Web site, Starburst.com.

The target demo for Gummi Bursts is consumers in their late teens, which prompted the heavy emphasis online. "You have to be out there to draw [teenagers} in," said Ryan Bowling, a Mars rep. "Being comical helps too."

In a 30-second TV spot for Gummi Bursts, two men in a science laboratory enter a "hazardous zone" to attain some of the candy they were analyzing from the outside. Once inside, they obsessively begin eating the new candy. TBWA\Chiat\Day, New York, is lead agency for Starburst.

"The essence of Starburst is the juicy flavor and that is something we've capitalized on," said Bowling. "[Gummi Bursts are] an extension of the meaning of Starburst."

From in-house research and early reception, Mars expects Gummi Bursts to become a permanent offering. "[The new product line] will grow," said Bowling.

A product of Masterfoods USA's Mars division, Hackettstown, N.J., Gummi Bursts are described on the package as "liquid filled gummies." Retail price is 79 cents for a 1.5-oz. package; a 6-oz. package goes for $1.46.

In the 52 weeks ending June 15, Mars increased nonchocolate chewy candy sales in the U.S. by 6%, totaling nearly $735 million in sales across supermarkets, drugstores and mass market retailers (excluding Wal-Mart), per Information Resources Inc., Chicago.

Mars spent $21 million on Starburst ads in 2007 (not including online) and $2 million January-April this year, per Nielsen Monitor-Plus.