SOUR PATCH watermelon SLURPEE campaign

Agency: Phoenix Creative Co.
Brand: SOUR PATCH KIDS & SLURPEE
Advertiser: Mondelez International and 7-Eleven, Inc
Category: Shopper Experience

State of the Marketplace & Brand's Business

SOUR PATCH KIDS. Everybody loves them. They're sour. They're sweet. Then, they're gone. But, in 2014 at 7-Eleven, they were mostly…overlooked. While everybody loves running to 7-Eleven for snacks and refreshments, business was getting a little sour for SOUR PATCH KIDS candy and gum.

In the past, you could count on SOUR PATCH KIDS to always be among the most popular treats, but at 7-Eleven, Non-Chocolate candy sales were underperforming the rest of the Convenience channel, and gum as a category was shrinking compared to a year ago. As a result, SOUR PATCH KIDS brand sales were suffering as well (7-Exchange IRI ending 8/31/15).

Strategic Marketing Challenge