Sour Patch Kids

Components

1) “Phygital” Experience

2) Social Media Video Ad

3) Website Live Tracker

3) Billboards (OOH)

“Phygital” Experience

The Challenge

Reconnect brand with Gen Z to drive an increase in product purchase.

10,000 limited-edition packs include a puzzle piece with a QR code printed on its sides.

Billboards (OOH)

Social Media Video Ad

Website Live Tracker

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.

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.

Scanning it lets users submit the first word or phrase that pops into their head.

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.