For the first time ever, Sour Patch Kids are bringing “mischief to the streets of the UK” with its new integrated campaign.
The brand platform, Not As Sweet As They Look, introduces UK consumers to Sour Patch Kidsʼ mischievous side, Mondelez said, bringing to life the fact that while the confectionery line may look sweet and innocent, they pack an unexpectedly sour punch.
Special-build OOH sites across three locations across London and one in Bristol show Sour Patch Kids destroying a neighbouring Oreo poster.
The special build plays into the long-standing ‘beefʼ between the two brands - described as a playful, viral social media rivalry across TikTok and Instagram, where the Sour Patch Kids brand constantly roasts and acts hostile toward Oreo in the comment sections.
Tug of war
Other OOH sites are also now 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.
Sarah Haworth, brand manager for Sour Patch Kids at Mondelez International, said: “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. Weʼre excited to finally give the UK a taste of what Sour Patch Kids are all about.”
The campaign is live now and will run across the UK and ROI until the end of October.
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