Sweetarts is targeting Gen Z with a new campaign that showcases multi-dimensional personalities, meant to convey the generation's embrace of fluid identities. 

Launched Wednesday, "Be Both" is the brand's first creative since being acquired by Ferrero Group last year. The ads feature various professionals reveling in other passions.

“They're seeking things that create an experience,” says Annie Meyer, marketing director at Ferrero's Ferrara Candy Company.

In one spot, “Grace & Grit,” a ballerina skateboards.

“Science & Art” shows a scientist tossing beakers filled with her experiments across a canvas.

The four 15-second spots, developed by creative agency Duncan Channon, are slated for E!, Comedy Central, ESPN, FX, IFC, MTV and Vice WWE, as well as Hulu and social channels. The campaign includes Sweetarts candies including Sweetarts Ropes and Sweetarts Chewy. Past campaigns for Sweetarts included “Follow Your Tart" in 2016. 

Candy marketers, in general, are feeling increasingly squeezed by both online grocery shopping—candy sales are helped by impulse buys in brick-and-mortar stores—and consumers shifting to healthier options with less sugar.

Ferrero's Ferrara Candy Co. now manages Sweetarts and the other confectionery brands Ferrero bought from Nestlé USA in 2018. 

This isn’t the company's first brand campaign since it acquired the business. Butterfinger reintroduced its old tagline "Nobody better lay a finger on my Butterfinger" in February, but with a few twists.