Sour Patch Kids Bring Mischief To The UK

For the first time ever, Sour Patch Kids are bringing mischief to the streets of the UK with its first-ever integrated campaign, created by global creative agency of record, VCCP.

The playful new brand platform ‘Not As Sweet As They Look’ introduces UK consumers to Sour Patch Kids’ mischievous side: bringing to life the fact that while Sour Patch Kids may look sweet and innocent, they pack an unexpectedly sour punch.

The campaign sees the Sour Patch Kids placed in a series of mischievous scenarios. 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 ‘beef’ between the two brands: 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.

Other out of home sites are 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. Each execution turns a simple product shot into an unexpected act of sourness. The work is deliberately simple and graphic, allowing the colourful Sour Patch Kids and their sour personalities to do the talking.

Designed to stand out from the rest of the sweets category, the campaign embraces playful mischief to connect with Gen Z and Millennials looking for a little more excitement from their sweets.

Created by Associate Creative Directors Adam Sears and Ben Evans alongside Creative Director Liam Wilson, the campaign was brought to life by VCCP’s content creation studio Girl&Bear. St Marks Studio created the special-build OOH, and media planning and buying was managed by Publicis POP30.

Sarah Haworth, Brand Manager Sour Patch Kids at Mondelez International said: “They might look sweet and innocent, but there’s always a sour little surprise with Sour Patch Kids. 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. We’re excited to finally give the UK a taste of what Sour Patch Kids are all about.”

Chris Birch and Jonny Parker, Chief Creative Officers at VCCP, said: “Everyone in the creative department keeps collaring us saying “why don't people rip each other limb from limb, or pull each other’s heads off, or tear down each other’s billboards in advertising any more?” Fair point we thought. So when Sour Patch Kids came along asking for their first ever campaign with their sweet but sour persona, Ben and Adam could finally scratch that itch. And isn't it glorious? Simple, clever, beautiful and disturbing.”

The campaign will run across the UK and ROI throughout September and October, establishing a new platform for Sour Patch Kids that can continue to evolve and expand for years to come.

Credits:

Campaign Title: Not As Sweet As They Look
Client: Mondelez
Advertising Agency: VCCP
Chief Creative Officer: Chris Birch & Jonny Parker
Creative Director: Liam Wilson
Associate Creative Director: Adam Sears
Associate Creative Director: Ben Evans
Managing Partner: Matt Smith
Senior Account Director: Bella Johnston
Account Executive: Ilyria Remington
Group Planning Director: Gethin James
Senior Planner: Jack McCormack
Production: Girl&Bear
CGI Artist: David McLeod
Agent: BA Reps
Content Creation Studio: Girl&Bear
Integrated Project Director: Brad Willis 

Producer: Lydia de Blangy
Artworker: Toby Kadir
Studio Manager: James Perry 

Senior Designer: Carl Sherry

Media Agency Publicis POP30 

Special Build Production Agency: St Marks Studios