I was given a real client brief to create a spec campaign, directing my group to develop a campaign that would make Sour Patch Kids (SPK) the #1 non-chocolate confectionery in the United States. Our target audience was teens and young adults (16–24) who enjoy bold flavors, playful branding, and affordable candy. Three other people and I scoured MRI Simmons and Mintel to piece together Sour Patch Kids’ existing consumer persona. These were our findings according to the 2023 MRI Simmons studies and surveys within our crosstabs:
60% of SPK consumers are more likely to be interested in adventure and extreme sports
55% of SPK consumers are more likely to be rebellious
68% of SPK consumers are more likely to Party or go to a club
insight:
People seek thrills to relive and tell these stories for years after the fact. You can’t skydive every day, but you CAN keep a little adrenaline rush in your pocket and relive it with Sour Patch Kids.
BIG IDEA
Create short form videos featuring recognizable and iconic public figures, Reliving the Rush via flashback, featuring absurdist, high-energy environments.
