Sour Patch Kids unveils new ‘Sour. Sweet. Win.’ Halloween campaign via Online Circle Digital
Sour Patch Kids Australia has teamed up with Online Circle Digital and Carat and is set to dominate Halloween this year with its launch of the national Sour Patch Kids Halloween campaign. Entitled ‘Sour. Sweet. Win.’, the campaign brings the brand’s sour then sweet philosophy to life.
With 25 per cent of Australians now celebrating Halloween, Sour Patch Kids is leveraging the brand’s playful attributes and Online Circle Digital’s 3D CGI capabilities to own the occasion and make it the confectionary brand of choice.
The fully integrated campaign merges digital media channels with a retail approach to engage audiences.
At its heart, the campaign boasts an interactive consumer competition website promising a dream $10k trip for two to New York. To enter, users must upload a photo, decide whether they are sweet or sour through a custom-made Sour Patch Kids frame and enter their details. The competition is supported by digital advertising.
Sour Patch Kids and Online Circle Digital are further capitalising on the popularity of the annual spook-fest by driving awareness through locally-produced 3D CGI YouTube Pre-Rolls in which the iconic ‘Kids’ are brought to life. This activity is complemented by Facebook and Instagram advertising, an Snapchat filter as well as retail activity that engages and influences shoppers who are thinking of buying treats for Halloween.
To drive product visibility, the campaign is fronted by a strong in-store presence and supported by Halloween-themed point of sale.
The ‘Sour. Sweet. Win.’ creative and 3D CGI was all designed and produced by Online Circle Digital’s growing in-house creative services team.
Says Lucio Ribeiro, MD of Online Circle Digital: “Sour Patch Kids is such a great brand to work with. They make bold choices and enabled us to think outside the box to give them a campaign that captures the fun of Halloween and really makes an impact during the most competitive time of year for confectionary companies.”
The ‘Sour. Sweet. Win.’ campaign will be during the run up to Halloween on the 31 October.