Our challenge was to get 13-24 candy lovers who eat candy mindlessly to pick the pucker of Sour Patch Kids by daring them to embrace the consequences of sour moments that can quickly turn sweet. We were tasked with driving awareness of the Sour-then-Sweet messaging of SPK and amplifying key in- market activations like Prom. Prom asked for Celebriteens and talent that align with our brand tone and positioning, and programming that could infuse a sour-then-sweet personality into the meaning of prom. Content themes were asked to capture interest around dating, crushes, drama and; of course, the only thing bigger than prom itself, the promposal.

In our scripted series that we produce, three superstar YouTube influencers will each share their perspective and experience on the day of Prom in a story that builds together across YouTube and social platforms. Our series starts the day of prom -- it’s a sunny Saturday afternoon and the prom starts in just a few hours. One by one our four influencers find themselves stuck in “sour then sweet” situations. The clock is ticking down to prom and the pressure is on: our influencers must scramble to resolve their situations and make it to prom. The individual adventures play out on our influencers’ YouTube channels with stories intersecting before all converging at Prom.

Action/business results – sales, donations, site traffic, achievement against business target

Outcomes/awareness - change in behaviour, reach, public opinion, content response