Sour Patch Kids
The Challenge
Reconnect brand with Gen Z to drive an increase in product purchase.
Campaign Description
Gen Z values authenticity, but lives inside systems that reward sameness. Algorithms, trends, and social pressure push them to overthink, edit, and conform. This is exactly what the famously mischievous candy rebels against in this delightfully absurd campaign.
Components
1) “Phygital” Experience
2) Social Media Video Ad
3) Billboards (OOH)
“Phygital” Experience
10,000 limited-edition packs include a puzzle piece with a QR code printed on its sides.
Scanning it lets users submit the first word or phrase that pops into their head.
Over the next weeks, the submissions are assembled into a live digital collage jigsaw style. The entire process is visible to the audience as it progresses towards an unknown ending.
In the end (4th week) 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.
Social Media Video Ad
Billboards (OOH)
Enjoying the journey? Keep exploring!
