Sweet Nothings

These ads come from TBWA/New York and are for Starburst Tropical. I think the tagline 'It's a pack of contradictions' really is excellent. However, the rest of the copy is only OK and is no way near as good as the tagline. I understand what they are trying to do, but the copy isn't contradictory enough for me. The first ad I think is the best. It is exactly what the other three should live up to, but unfortunately they don't. On the other hand, I do like the plain and simple art direction. I just think more thought needed to go into these, because it's a shame an excellent tagline is being dragged down by only mediocre copy.