/ When we’re curious.


Challenge: How do you keep a well-established brand fresh in the minds of a youth demographic, primarily tweens and emerging teens?

Solution: Develop a campaign that plays into the youth centrics*—e.g., belonging, power, freedom and fun—to show tweens and teens that the Airheads brand still gets them and always will.


  • Airheads Xtremes Facebook fanbase grew from a few hundred to more than one million in a 12-month period
  • Social media ad campaign was the highest-performing branded ad campaign in the brand’s history
  • Airheads Xtremes sales surpassed goal during the campaign.

*For more on youth centrics, or core drivers that motivate behavior, check out The Great Tween Buying Machine, a deep dive into tween buying psychology coauthored by agency partner Greg Livingston.


The Chosen Series




Airheads Moments




Mouse Parts

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