We brought the bold fruity flavors of Starburst to Sparkling Ice for a collaboration that appeals to Millennial and Gen Z consumers. Supported with a 360° campaign spanning social, influencers, retail promotions, in-store displays, and digital content, Starburst x Sparkling Ice generated hundreds of millions of impressions, sold 70+ million units, and delivered $100+ million in retail sales in its launch year. The collaboration became the #1 unit-driving sparkling water brand innovation, resulted in  8+ million consumers sampling the product, and brought 3.5 million new consumers into the Sparkling Ice franchise, demonstrating the powerful appeal of confectionery-to-beverage brand extensions done right.