Make a Beat with SweetBEATS and Win a Virtual Studio Session with Christina Aguilera

SweeTARTS’ SweetBEATS online music mixer and contest with pop legend and producer Christina Aguilera, conceived by creative agency of record Duncan Channon, launches today.

The SweetBEATS mixer and contest taps into Gen Z’s love of music and creativity as the iconic brand continues its bid to connect with a new generation of candy lovers. In the SweetBEATS digital experience, fans can create music through their exploration with a music mixer that features SweeTARTS’ candies atop the controls. Built in collaboration with production partner Wildlife and music partner Plan8 to infuse product discovery into the experience, each sound that fans can layer into their custom beat is inspired by the vibe of distinct SweeTARTS candies across Ropes, Chewy and Originals. Explore the SweetBEATS mixer here. 

Creators can then share their beats with their friends and networks -- with the top 20 finalists chosen based on the beats with the most consumer votes. Christina Aguilera will then select the grand prize winner, who will join her in a 1:1 virtual studio session to uplevel their beat and turn it into a track. All 20 finalists will receive a custom-designed prize pack with a summer’s supply of SweeTARTS. The contest is open for consumer music submissions today through August 3. 

“SweeTARTS is a brand that embraces unique combinations and duality – our candies are long and short, soft and chewy and sweet and tart,” said Jenny Brownson, Brand Manager, SweeTARTS. “Our fans pride themselves in their fearless and dynamic tastes and influences to let their individuality shine for the world. And with SweetBEATS, we’re letting them create a multi-dimensional sound that is truly their own. We’re thrilled to work with the peerless pop icon Christina Aguilera to help those fans express their individuality and creativity through our mixer this summer.” 

In a fully integrated effort from Duncan Channon, social agency Day One, PR Agency Golin and media agency Mindshare, the SweetBEATS experience and contest will be promoted through influencers, a partnership with Spotify, social media including Facebook, Snap, and TikTok, as well as Aguilera’s social media. 

SweetBEATS is the newest activation under SweeTARTS’ ‘Be Both’ platform, which celebrates the brand’s shared value with Gen Z of being ‘more than one thing’ and embracing multi-dimensional expression. 

“The SweetBEATS idea was actually born as part of our very first pitch to become SweeTARTS’ creative agency of record more than two years ago, so we couldn’t be more excited to see it come to life now,” said Jessica Wyatt, associate creative director, Duncan Channon. “We wanted a fun way to introduce Gen Z to the entire line of SweeTARTs candy while giving them what they love: music, a chance to create and an opportunity to win big — as in, work with a pop icon big. It’s a fun, culture-building activation that has product exploration at its core.”