Airheads Candy and Huge Launch New Campaign to Inspire More Play

ERLANGER, KY – Perfetti Van Melle is excited to announce its new Airheads campaign,

Airheaded. This campaign is designed to encourage people to #PlayMore / #PlayDelicious, and to reintroduce the famed candy brand to an older audience. Airheads, the favorite candy among kids, adults, and even NFL Rookie of the Year Alvin Kamara, partnered with Creative AOR Huge to launch the new campaign.

Everyone remembers the Airheads commercials from the 90s, where heads exploded on the streets from taking a bite of the chewy delicious Airheads candy. Airheads and Huge wanted to extend a nod to these nostalgic spots in the new campaign.

The Airheaded campaign focuses on young adults in their everyday lives, as they take a moment to play by eating Airheads. With the tagline Play more, play delicious, these spots showcase these “grown-up” millennial-types doing things like riding the subway, playing tennis, or sumo-wrestling in their garages. But when they start eating Airheads, they become “Airheaded.” Their heads suddenly expand to comical proportions, enabling them to float, bounce, and play in a whimsical new way.

In addition to broadcast, the campaign will run across online and social channels including Facebook, Instagram, and Snapchat through October 2018.

Through this campaign, Airheads and Huge want to instill the notion that anyone, anywhere, and of any age can enjoy Airheads and take a moment each day to #PlayMore and #PlayDelicious.


Here are the final spots.

Also available to view on YouTube
:30 Subway
:15 Subway
:06 Sumo
:15 Tennis
:06 Swing

Here are the assets – including the new 3D logo we Huge created.
If you need anything else: visit

About Airheads
Airheads is a brand long loved by people of all ages for its chewy texture, tangy fruit flavors and bright colors. Airheads were invented in the USA and 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 also available. And for those who would prefer Airheads in gum form, there’s sugar-free Airheads Gum, with Micro-Candies, packing a playful burst of fruit sensation. Airheads are perfect for a quick treat, social gatherings and for sharing with others. They can be purchased at many convenience, drug, club and grocery retailers.

About Perfetti Van Melle
Perfetti Van Melle Benelux B.V. is a privately owned global company that was established in March 2001 through the merger of Perfetti SpA and Van Melle B.V. Perfetti Van Melle manufactures and distributes sugar confectionery and chewing gum products in more than 150 countries. Today Perfetti Van Melle is one of the world’s largest confectionery groups, marketing highly renowned brands such as Mentos, Frisk, Chupa Chups, Smint, Fruittella, Alpenliebe, Golia, Vivdent, Airheads, Happydent & Big Babol. The Group has corporate headquarters in Italy and The Netherlands. U.S. operations are solely operated out of Erlanger, KY.