Sour Patch Kids Bring Mischief to the UK in First Nationwide Campaign
For the first time ever, we’ve brought the Sour Patch Kids’ signature mischief to the UK with an integrated campaign introducing British candy fans to the brand’s playful, unpredictable personality.
Under the new brand platform, ‘Not As Sweet As They Look’, the campaign plays on the contrast between the sweets’ cute, innocent appearance and their intensely sour taste.
The nationwide out-of-home work turns simple product shots into unexpected acts of chaos. Across special-build OOH sites in London and Bristol, the Sour Patch Kids can be seen actively destroying a neighbouring OREO billboard - a cheeky nod to the viral social media rivalry between the two brands on TikTok and Instagram. Other poster sites across the country feature a chaotic tug-of-war that tears a Sour Patch Kid in half, alongside an unexpectedly aggressive game of tennis.
Designed to stand out in the sweets aisle, the graphic, bold creative speaks directly to Gen Z and Millennials looking for something a bit more adventurous.
"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."
Sarah Haworth, Brand Manager Sour Patch Kids at Mondelez International
"Everyone in the creative department keeps collaring us saying 'why don't people rip each other limb from limb, or pull each other’s heads off, or tear down each other’s billboards in advertising any more?' Fair point we thought. So when Sour Patch Kids came along asking for their first ever campaign with their sweet but sour persona, Ben and Adam could finally scratch that itch. And isn't it glorious? Simple, clever, beautiful and disturbing."
Chris Birch and Jonny Parker, Chief Creative Officers
The campaign is live across the UK and Republic of Ireland throughout September and October, establishing a fun new creative platform that will continue to evolve.
