Sour Patch Kids
The Challenge
Reconnect brand with Gen Z to drive an increase in purchase.
The Insight
Gen Z values authenticity, but lives inside systems that reward sameness. Algorithms, trends, and social pressure push them to overthink, edit, and conform.
The Activation
Step 1: 10,000 limited-edition packs include a puzzle piece with a QR code.
Step 2: Scanning it lets users submit the first word or phrase that pops into their head, no overthinking allowed!
Step 3: Over the next week, the submissions are assembled submissions into a live digital collage jigsaw style. The entire process is visible to the audience as it progresses towards an unknown ending.
Step 4: In the end, all the randomness comes together to form a Sour Patch Kid figure holding a sign that displays one randomly picked user - registered word from the 10,000 inputs.