Mondelēz’s first UK campaign for Sour Patch Kids range
SNACKS firm Mondelēz International has rolled out its first UK marketing campaign for the Sour Patch Kids brand.
The playful new brand platform dubbed ‘Not As Sweet As They Look’ introduces the confectionery brand’s more mischievous side, says Mondelēz, and seeks to bring to life the idea that while the Sour Patch Kids may look sweets and innocent, they pack in a sour side.
To showcase this side to the sweets, the campaign will see Sour Patch Kids in a range of mischievous scenarios with different billboards across the UK showcasing this, such as a Sour Patch Kids being ripped in half during a tug of war, one showing an unexpectedly aggressive game of tennis and another showing the Sour Patch Kids destroying a neighbouring Oreo billboard.
Each executive seeks to turn a simple product shot into an “unexpected act of sourness” from the brand to showcase the playful side of the Sour Patch Kids.
Mondelēz has noted the campaign has been designed to stand out from the rest of the confectionery category and embrace a playful side to connect with Gen Z consumers and Millennials who are looking for more excitement from their sweets.
This marks the beginning of a new platform for the Sour Patch Kids brand that Mondelēz has said it will build on for years to come.
Sarah Haworth, brand manager Sour Patch Kids at Mondelēz International, said: “They might look sweet and innocent, but thereʼs always a sour little surprise with Sour Patch Kids.
“With ‘Not As Sweet As They Lookʼ, we wanted to introduce the brand with a bit of attitude and mischief, bringing our sweet-but-sour personality to life in a way that feels playful, unexpected and unmistakably Sour Patch Kids. Weʼre excited to finally give the UK a taste of what Sour Patch Kids are all about.”
