Background & Insight
Background: The popular candy brand Airheads has been known to incorporate fun into their culture and the content they put out into the world. Most widely consumed by Digikids, Airheads as a brand is missing an opportunity to connect with their target in a more meaningful way.
Insight: Digikids (ages 10-15) are in an awkward time of uncertainty, finding themselves in the weird culture around them.
Encourage Digikids to be themselves in a time of uncertainty by highlighting how weird culture is now accepted in mass society. By reclaiming the word “airhead,” Airheads as a brand is able to reach this target in a meaningful, authentic way, convincing kids to live their airhead lives.