Airheads is placing a recent twist on its head inflation advertisements from the early 2000s to attraction to each new and previous followers.
A recurring visible gag in earlier Airheads commercials confirmed heads increasing after consuming the sweet after which bouncing round tennis courts or practice carriages. A brand new sequence of irreverent spots, created by company Highdive, is the most recent instance of a model tapping into millennial nostalgia.
4 15-second spots, directed by Harold Einstein, embrace the tagline, “Airheads have extra enjoyable.”
The marketing campaign launches immediately (Aug. 11) throughout YouTube, Meta platforms, TikTok, Snapchat, and on-line video, with extra head-inflation enjoyable to come back all year long.
“Grandpa Likes ‘Em” sees two children being reprimanded after inflating the top of their unsuspecting grandfather, whereas “Inflate Off” options an intense face-off between an Airhead chewer and inflatable flamingo.
“Oh Snap” has two followers entering into mischief by the pool, and “Pumped Up” stars a wannabe muscle man attempting an Airhead-assisted shortcut.
The brand new advertisements are impressed by what older followers keep in mind most in regards to the model, mentioned Chad Broude, co-founder and co-chief inventive officer at Highdive.
“The pinnacle inflation advertisements got here up time and again, fully unprompted,” Broude mentioned. “That sort of recall is an enormous alternative. It reminded us that simply because a model has been round for some time, it doesn’t imply individuals are uninterested in it. In reality, it’s usually the other.”
Injecting enjoyable into the model was a key purpose of the marketing campaign, in keeping with Chris Borges, model director of the non-chocolate portfolio at Perfetti Van Melle, the proprietor of Airheads.
“This marketing campaign was impressed by the individuals who grew up loving Airheads and nonetheless get pleasure from them immediately,” he mentioned. “We’re leaning into what followers keep in mind most—the inflating heads—and constructing enjoyable, imaginative tales round why it occurs if you chew into Airheads. As a result of individuals who get pleasure from Airheads actually have extra enjoyable.”
