Sour Patch Kids’ heavy investment into online content generates huge returns in cultural currency.
Marketers of commodity brands, especially those aimed at teenagers, have long been aware of the need to deliver experience along with their products. It’s a tough trick to pull off, which is why marketers for food giant Mondelēz International’s brand Sour Patch Kids knew they needed a game changer if they were going to make headway into the market.
“When we looked at Sour Patch Kids, it was a growing candy brand loved by millions of teenagers, but still surprisingly small in a big soft-and-chewy candy category,” says Farrah Bezner, head of business ventures at Mondelēz International. “When we really stepped back and said, ‘How are we going to transform this business, not just small growth, but really transform and step-change growth?’ we looked at the different options we have.”