Starburst Gets Creative with AI: “Different Every Time”

Candy lovers, listen up! Starburst is turning heads in the marketing world with its latest campaign called “Different Every Time.” What’s so cool about it? They’re using generative AI to create over 300 unique, colorful, and immersive assets that celebrate all the wild flavors Starburst is known for.

Why This Campaign Works

Starburst isn’t just throwing random AI art at social media. They’re thinking about who they’re talking to, mainly Gen Z, on platforms like Snapchat and Spotify. That means:

• Each piece of content is tailored to the platform, fitting the vibe and experience that Gen Z users expect.

• The campaign taps into emotional nuance (fun, playful, and colorful)so it feels personal instead of robotic.

• By creating variety, it mirrors the candy itself: every bite is a surprise.

Marketing Lessons for Teens

1. AI Can Be a Creative Partner, Not a Replacement. Starburst shows that AI is best used to boost human creativity, not replace it. The team set the vision, and AI helped bring it to life in tons of unique ways.

2. Know Your Audience. Gen Z users respond to authenticity and personalization. Starburst’s campaign shows that even AI-driven content needs to respect audience context: tone, style, and platform.

3. Variety Keeps Things Fun. Just like the candy, the campaign keeps content fresh. This keeps followers engaged and more likely to share, comment, or participate in the fun.

4. Platform Matters. What works on Spotify might not work on Snapchat. Good AI marketing adapts content to where your audience actually is.

Takeaway

Starburst’s “Different Every Time” campaign proves that AI doesn’t have to be cold or generic. When used thoughtfully, it can enhance creativity, connect emotionally, and engage audiences, all while keeping the brand’s personality front and center.

For young marketers, it’s a reminder: technology is powerful, but people always come first. AI is a tool, not a shortcut.