Grey work renames Opal Fruits brand

Opal Fruits is changing its name to Starburst with three TV commercials created by its US agency, Grey, and produced in the UK by BFCS.

Opal Fruits is changing its name to Starburst with three TV

commercials created by its US agency, Grey, and produced in the UK by

BFCS.



The name change signals the final phase in the global rebranding of the

Mars-owned confectionery. Packs in the UK recently sported a small

Starburst logo above the Opal Fruits name.



The spots depict scenarios in which unusual focus groups are used to

pick the sweets’ new name. In the first ad, ’aliens’, a pair of

researchers ask three green-haired, bug-eyed creatures their opinions of

a name picked to give Opal Fruits ’universal appeal’. ’Solar Suckies’

and ’Lazerlicks’ are met with ambivalence, but when ’Starburst’ is

mooted, the aliens appear to bow in worship. However, the group is

actually bowing to the green-haired punk who is sweeping the hall.



In the second execution, ’mimes’, mime artists silently boo to ’Mute

Fruits’ and ’Silent Sucks’, but clutch their sides at ’Starburst’ - or

rather, at the scientist falling over behind the researchers in the

corridor.



In the third spot, ’monkey’, a chimp gives the thumbs-down to ’Jungle

Drops’ and ’Chimpy Chumpies’, but apparently reacts favourably to

’Starburst’.



However, he is actually struck by a man outside eating a banana. The

endline for each ad is: ’Opal Fruits is now Starburst.’



The work, which breaks on 1 March, will run for six weeks. Written by

Suzanne O’Donnell and art directed by Brian Lefkovitz at Grey New York,

the ads were directed in the UK by Billy Kent. Media is being handled by

MediaCom.



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