ERLANGER, KY – Aug. 11, 2025 — Back by popular demand: the Airheads “head inflation” campaign that captivated Americans’ imaginations in the early 2000s. Inspired by fan nostalgia and driven by consumer insights, Airheads and its creative agency of record, Highdive, are bringing back the iconic concept with a fresh, modern edge. The videos, “Inflate Off,” “Oh Snap,” “Pumped Up,” and “Grandpa Likes ‘Em” are directed by Harold Einstein and launched today across YouTube, Meta platforms, TikTok, Snapchat and online video.
“This campaign was inspired by the people who grew up loving Airheads and still enjoy them today,” said Chris Borges, Brand Director, Non-Chocolate Portfolio at Perfetti Van Melle, the maker of Airheads. “We’re leaning into what fans remember most—the inflating heads—and building fun, imaginative stories around why it happens when you bite into Airheads. Because people who enjoy Airheads truly have more fun.”
The updated creative taps into a wave of Millennial and Gen Z nostalgia while introducing the next generation to the brand’s irreverent spirit. With four fun-fueled scenarios, the videos reimagine the legendary head inflation concept for today’s candy lovers.
“When we asked consumers what they remembered most about Airheads, the head inflation ads came up again and again, completely unprompted,” said Chad Broude, Co-Founder and Co-Chief Creative Officer at Highdive. “That kind of recall is a big opportunity. It reminded us that just because a brand has been around for a while, it doesn’t mean people are tired of it. In fact, it’s often the opposite. There was real love for the old head inflation campaign, so we brought it back in a way that feels fresh but still delivers on what fans remember and love.”
The head inflation theme will continue to appear across Airheads’ digital video efforts throughout the year.
About Airheads
Airheads is a brand long loved by people of all ages for its chewy texture, tangy fruit flavors and bright colors. Invented in Erlanger, KY, Airheads are available in original bar form as well as chewy and intense bite-sized pieces called Airheads Bites. For a sweetly sour candy that packs a punch, Airheads Xtremes belts and bites are available. Airheads are perfect for a quick treat, social gatherings and for sharing with others.
About Perfetti Van Melle
Perfetti Van Melle (PVM) is a privately owned company that manufactures and distributes confectionery and chewing gum in more than 150 countries. PVM is a global leader in the confectionery industry, thanks to delighting consumers around the world with its innovative, diverse, and most loved products.
The company boasts a diverse portfolio of iconic local and internationally recognized brands cherished by generations such as Mentos, Chupa Chups, Alpenliebe, Airheads, Center, Fruit-tella, Big Babol, Vivident, Golia, Vigorsol, Smint and Frisk. In addition, Trident, Hollywood, Dentyne, Stimorol, V6 and Bubblicious in the United States, Canada, and Europe. In 2024 Perfetti Van Melle Group reported net sales above € 4 billion. U.S. operations are based in Erlanger, KY with factories in Erlanger and Rockford, IL.
About Highdive
Founded in 2016, Highdive (highdiveus.com) is a full-service, independent creative agency headquartered in Chicago. It was founded and is led by big agency veterans who set out to create a new agency model with a simple promise: to create the healthiest client agency relationships in the industry. The result is work so powerful it can’t be ignored and has attracted an industry-leading client roster including Jeep, State Farm, KFC, Airheads, BetMGM, Culligan, Jersey Mike’s, and Lay’s. On a rapid growth trajectory, Highdive landed the number two spot on Ad Age’s 2024 Agency A-List, earned the agency’s 4th #1 USA Today Super Bowl Ad Meter finish in five years with State Farm’s “Like a Good Neighbaaa” commercial starring Arnold Schwarzenegger and was recognized as the 14th fastest growing company in all of Chicago.
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MEDIA CONTACTS:
Casey Kroger, Communications Manager, Perfetti Van Melle
Casey.Kroger@perfettivanmelle.com
Abby Hagstrom, The Scratch Collective
abby@thescratchcollective.com