CAMPAIGN

SOUR PATCH KIDS

In the three years I led social strategy and creative for SOUR PATCH KIDS, organic supported and led a multitude of large and small campaigns for brand awareness and product launches, including collaborating with Olivia Rodrigo, TimTheTatMan, Steph Curry and Under Armour, launching a mystery flavor and a limited edition product with Netflix and Stranger things, and reverse trick or treating during the pandemic, to name a few. The social component for each of these campaigns always laddered directly up the Sour then Sweet nature of the brand, while also prioritizing that the content be social-first. By doing so and not just putting the content made for other marketing channels in our feeds, we showcased SOUR PATCH KIDS’s innate knowledge of the internet space with a more naturally fitting approach to the digital landscape. Fans responded overwhelmingly positive and we developed a deeper connection with them.