The campaign, which marks the brand's 40th anniversary, encourages participants to move beyond standard pool selfies. Instead, they are tasked with creating imaginative, candy-colored designs featuring elements like loop-de-loop slides or flavor-inspired lazy rivers. According to JR Reall, Senior Brand Manager at Perfetti Van Melle, the goal is to leverage creative technology to turn abstract, whimsical ideas into actual backyard realities.
Airheads Offers $50,000 for AI-Generated Dream Pool Concepts
Candy maker Airheads is betting on artificial intelligence to define the aesthetic of summer 2026. Through its new "Imagine the ImPOOLsible" sweepstakes, the brand is inviting fans to use AI image generators to design their wildest backyard pool concepts, offering a $50,000 prize to bring the winning vision to life.
To enter the contest, which runs on TikTok and Meta until August 31, fans must post their AI-generated concepts while tagging the brand and using the hashtag #ImpoolsibleSweepstakes. Entries must be original works created solely through AI tools. The initiative serves as a marketing centerpiece for the Erlanger-based confectionery giant, which reported net sales exceeding €4 billion in 2025 across its portfolio of globally recognized brands.
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