How Sour Patch Kids built brand fame

This event report addresses how Sour Patch Kids, the candy line, has built brand "fame" in order to engage with teenagers.

How Sour Patch Kids built brand fame

Stephen WhitesideWarc

Sour Patch Kids is a candy brand notorious for mixing bitter and sweet flavours – and thus delivering a unique kick to the taste buds.

And this offering's target audience of teens were very familiar with the "Sour Then Sweet" experience captured by its communications tagline. But Farrah Bezner, Marketing Director/Halls & Candy at Mondelez International – manufacturer of the iconic treat – thought additional consumers might be tempted to enjoy eating Sour Patch Kids if it were recognized for being much more than a sensory rollercoaster.

"When we stepped...

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