The ads follow a similar style and tone to MITM. The campaign features a typical American high school – which is obviously one of the central themes of MITM, and inherently links the programming with the idents engaging the consumer. Also the unexpected nature of the humour, coupled with the relaxed nature of the ads, gave the idents and the media choice a natural fit.

During the period that the idents ran, sales of the core Starburst chew increased. The research findings after the activity had run revealed that both call to action to buy Starburst, and affinity towards the product had risen.