Sour Patch Explode into the New Zealand Market
Sour Patch has launched into the New Zealand market with a flurry of activity targeted at the digitally native
generation. In a New Zealand first this week Sour Patch followers were asked to Instagram their sour face using
#sourpatchselfie with the images then projected onto the four digital billboards around Auckland making it the first
socially integrated billboard in NZ and the first to stream live content created through a hashtag thread on Instagram.
This activity is being promoted via sampling at Universities across the country.
The sour confectionery, which has had huge success in the United States, launched into the New Zealand market in July
with a huge online focus. The Sour Patch Facebook page reflects the personality of the brand and is run with their sour
then sweet personality and their cheeky, disruptive and mischievous nature. The page kicked off two weeks prior to
launch to build excitement and anticipation before the candy arrived in New Zealand. To build the audience for the page
an innovative sweet or sour app was developed at launch to test the sour or sweetness of posts on consumers Facebook
pages.
The disruption theme has played throughout the wider campaign with OnDemand disrupted viewing. 3D animated Sour Patch
Kids would pop up and disrupt viewing by doing something sour, then sweet such as cracking the screen with a hammer then
mending it with tape in the shape of a heart. This was the first time an advertiser has used 3D animation through TVNZ
OnDemand.
Sour Patch Brand Manager, Nicola Leenman, said, “This campaign has been great fun to work on as throughout all activity
we have adopted the Sour Patch personality. Targeting Gen Z required us to be innovative and not rely on traditional
media channels, the success of our work has really been reflected in sales”.
Before the public launch Sour Patch teamed up with a group of influencers who got to try the product first, the
relationship is ongoing with the group getting all news first along with regular product drops. Undercover sour then
sweet pranks have also played out throughout cinemas across New Zealand with movie goers being denied into their movie
(sour) then upgraded into Gold Class (sweet). Two international TVC’s have also played throughout the campaign.
Campaign Team
Mondelez:
Nicola Leenman – Brand Manager Biscuits and Candy
Carat:
Jacquie Bennett – Planning Director
Sunita Bhana – Business Manager
Adam Negus – Account Executive
Young & Shand
Dan Maas - Account Director
Hollie-Blue Allum - Senior Account Manager
Hannah Musuku - Account Manager
Jon Coles - Creative Director
Anita Young - Senior Art Director
Andrew Dover - Developer
Ting Teng - Senior Designer
Beat Communications:
Gina McKinnon – Business Director