SweeTarts Plans TikTok Film Festival To Reach Young Candy Fans
Brian Steinberg Senior TV EditorSweeTarts have been around since 1962, but the latest marketing plans for the candy try to embrace the future.The tangy tablets are sponsoring a film festival on TikTok that aims to harness the energy of non-traditional filmmakers who use the social-media venue to showcase everything from a cappella singing to skateboarding skills to recipes. The entries won’t require big Hollywood budgets, or the trappings of a film set, just the creativity it requires to make a short TikTok video.“Typical award-show concepts really tend to be a little more exclusive,” says Jennifer Brownson, the senior brand manager of SweeTarts at Ferrara, the candymaker behind Nerds, Lemonheads and Now and Later.