Sour Patch Kids: Mystery at Circle K

Abbey Ash

Mondelez International collaborated with convenience store brand Circle K to launch the first Sour Patch Kids fizzy drink and drove sales and footfall in the US.

Campaign details

Brand: Sour Patch KidsBrand owner: Mondelez InternationalEntrant company: Phoenix Creative Co. - USAIdea creation: Phoenix Creative Co. St LouisMarket: North AmericaSector: FoodMedia channels: Social media, Online display, Sales promotionBudget: Up to 500k

Executive summary

In an unprecedented, two-year collaboration between Circle K and Mondelez International, the team leveraged deep understanding of their shared consumers in order to develop The Secret Circle at Circle K. This powerful custom activation seamlessly guided customers along the path to purchase via multiple advertising touchpoints to enjoy the...

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