SOUR PATCH KIDS
THE KIDS' YEAR OF SOUR
GOAL OF THE WORK
SOUR PATCH KIDS is a uniquely positioned brand. We can be mean to our audience and they enjoy it! When I started in this work, I was tasked with upping engagement and breathing fresh air into a brand that had been online for a while - it needed a new direction. Since April, I've been testing and learning while also seeing an upward tick as we engage in circles like Olivia Rodrigo, Taylor Swift, The Summer I Turned Pretty, and other extremely online and engaged fandoms.
NOTES
Almost immediately after joining this team, I helped ideate, produce, and action the April Fools campaign. Results were so insane that Mondelēz told us there was a direct spike in sales, customers had made a record number of support inquiries, and we accidentally convinced a large portion of our consumers that SOUR PATCH KIDS was no more. We messed with the kid and scared our audience, but this was only the beginning of the upward momentum we've seen on the brand!
Press:
GAllery
