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Sour Patch Kids
World Gone Sour

RAN IN: United States

CLIENT
Mondelez International

AGENCY
Mother New York *Lead Agency


Horizon Media Inc.


Citizen Paine Public Relations


Hungry Man


SUMMARY

While Sour Patch Kids led the sour candy category, it was being outspent by competitors and was in danger of losing its teenage consumers. We had to rethink the brand's traditional approach and connect on teens' terms. We turned the candy into a character with a super sour attitude and put SPK in new places: where teens play. With new packaging, a video game, music video and revamped Facebook presence, SPK won them over. It grew sales and is well on its way to becoming a pop culture icon.

CASE VIDEO


Hero Medium: Other

Medium Featured On Video: TV, Social Networking Sites/Applications, PR, Packaging, video game, online video

Audience: Teens (13-20), Brand Influencers, Teens, Young Men, Young Women

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English