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.