Mondelez is launching Sour Patch Kids' first-ever integrated campaign in the UK, created by creative agency VCCP. The new brand platform, 'Not As Sweet As They Look,' introduces UK consumers to Sour Patch Kids that deliver an unexpectedly sour punch despite appearing sweet and innocent.
Mischievous scenarios and special-build OOH sites
The campaign places Sour Patch Kids in a series of mischievous scenarios. Special-build out-of-home (OOH) sites across three London locations and one in Bristol show Sour Patch Kids destroying a neighbouring OREO poster. This plays into the long-standing 'beef' between the two brands: a playful, viral social media rivalry on TikTok and Instagram, where Sour Patch Kids constantly roasts and acts hostile toward OREO in comment sections.
Other OOH 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.
Targeting Gen Z and Millennials
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.” The campaign was brought to life by VCCP's content creation studio Girl&Bear.
Sarah Haworth, brand manager for Sour Patch Kids at Mondelez International, said: “They might look sweet and innocent, but there's always a sour little surprise with Sour Patch Kids. With 'Not As Sweet As They Look,' 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. We're 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 October.
