For the first time ever, Sour Patch Kids are bringing mischief to the streets of the UK with its first-ever integrated campaign, created by global creative agency of record, VCCP.
The playful new brand platform "Not As Sweet As They Look" introduces UK consumers to Sour Patch Kidsʼ mischievous side: bringing to life the fact that while Sour Patch Kids may look sweet and innocent, they pack an unexpectedly sour punch.
The campaign sees the Sour Patch Kids placed in a series of mischievous scenarios. Special-build OOH sites across three locations across London and one in Bristol show Sour Patch Kids destroying a neighbouring OREO poster. The special build plays into the long-standing "beef" between the two brands: a playful, viral social media rivalry across TikTok and Instagram, where the Sour Patch Kids brand constantly roasts and acts hostile toward OREO in the comment sections.
Other out of home sites are live nationwide, featuring a tug of war that ends with a Sour Patch Kid being ripped in half and another scene depicting an unexpectedly aggressive game of tennis. Each execution turns a simple product shot into an unexpected act of sourness. The work is deliberately simple and graphic, allowing the colourful Sour Patch Kids and their sour personalities to do the talking.
Designed to stand out from the rest of the sweets category, the campaign embraces playful mischief to connect with Gen Z and Millennials looking for a little more excitement from their sweets.
“They might look sweet and innocent, but thereʼs always a sour little surprise with Sour Patch Kids," said Sarah Haworth, Brand Manager, Sour Patch Kids at Mondelēz International. "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.”
The campaign will run across the UK and ROI throughout September and October, establishing a new platform for Sour Patch Kids that can continue to evolve and expand for years to come.