Sour Patch Kids are Not As Sweet As They Look. In fact, they’re downright wicked. VCCP is underlining the appeal of the lollies, that look sweet and innocent but pack an unexpectedly sour punch, by showing them in mischievous scenarios – like destroying a neighbouring Oreo billboard.

Special-build OOH sites across three locations across London and one in Bristol show Sour Patch Kids destroying a neighbouring OREO poster. The special build OOH, set up in three locations in London and Bristol, plays into the long-standing ‘beef’ between the two brands: a playful, viral social media rivalry across TikTok and Instagram, where the Sour Patch Kids brand constantly roasts and acts hostile toward OREO in the comment sections. 

Other out of home sites are live nationwide, featuring a tug of war that ends with a Sour Patch Kid being ripped in half and another scene depicting an unexpectedly aggressive game of tennis. Each execution turns a simple product shot into an unexpected act of sourness. The work is deliberately simple and graphic, allowing the colourful Sour Patch Kids and their sour personalities to do the talking.

The campaign was created by VCCP associate creative directors, Adam Sears and Ben Evans, with creative director Liam Wilson. The campaign was produced by VCCP’s content creation studio Girl&Bear. St Marks Studio created the special-build OOH, and media planning and buying was managed by Publicis POP30.

Sarah Haworth, brand manager Sour Patch Kids at Mondelez International, stated, “They might look sweet and innocent, but there’s always a sour little surprise with Sour Patch Kids. With ‘Not As Sweet As They Look’, we wanted to introduce the brand with a bit of attitude and mischief, bringing our sweet-but-sour personality to life in a way that feels playful, unexpected and unmistakably Sour Patch Kids. We’re excited to finally give the UK a taste of what Sour Patch Kids are all about.”

Chris Birch and Jonny Parker, chief creative officers at VCCP, added,“Everyone in the creative department keeps collaring us saying, “Why don’t people rip each other limb from limb, or pull each other’s heads off, or tear down each other’s billboards in advertising anymore?” Fair point we thought. So, when Sour Patch Kids came along asking for their first ever campaign with their sweet but sour persona, Ben and Adam could finally scratch that itch. And isn’t it glorious? Simple, clever, beautiful and disturbing.”

The campaign will run across the UK and ROI throughout September and October, establishing a new platform for Sour Patch Kids that can continue to evolve and expand for years to come.

Credits:

Client: Mondelez 
Advertising Agency: VCCP 
Chief Creative Officer: Chris Birch & Jonny Parker 
Creative Director: Liam Wilson 
Associate Creative Directors: Adam Sears & Ben Evans 
Managing Partner: Matt Smith 
Senior Account Director: Bella Johnston 
Account Executive: Ilyria Remington 
Group Planning Director: Gethin James 
Senior Planner: Jack McCormack 

Production: Girl&Bear 
CGI Artist: David McLeod 
Agent: BA Reps 
Content Creation Studio: Girl&Bear 
Integrated Project Director: Brad Willis 
Producer: Lydia de Blangy
Artworker: Toby Kadir 
Studio Manager: James Perry 
Senior Designer: Carl Sherry

Media Agency Publicis POP30 
Special Build Production Agency: St Marks Studios