Mondelez International

Steve McGowan, Director, Shopper Marketing
Kim Yansen, Director, Field Shopper Marketing
Heather Johnson, Customer Business Manager, 7-Eleven
Tara Apisa, Sr. Brand Manager
Mindy Rickert, Associate Director, Shopper Marketing, CDSV
Tim Jones, Vice President of Sales, Convenience Channel

7-Eleven, Inc.

Matt Schmertz, Sr. Manager Digital Marketing
Laura Gordon, VP Marketing and Brand Innovation
Maria Trujillo, Sr. Marketing Manager
Ashley Borden, Sr. Category Manager - Confectionary

Phoenix Creative Co. *Lead Agency

Abbey Ash, Partner, Account Services

T3

Ketchum

TPN

Camelot Strategic Marketing & Media

The SOUR PATCH KIDS were on a mission to become famous amongst teens. The problem: 7-Eleven’s non-chocolate candy/gum sales were underperforming the rest of C-Store. To make SOUR PATCH KIDS famous with teens, they need to be associated with a brand teens already love…like SLURPEE. To meet this challenge, we first did a little sour/sweet snooping on social media. Guess what? #Opportunity! We saw what they were doing…listened to what they were saying…created what they wanted…SOUR PATCH Watermelon SLURPEE! Teens thirsting for an authentic experience slurped it up and they kept coming back all summer long!