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