Sour Patch Kids
Proving the power of a multi-format Snapchat campaign, Sour Patch Kids drove full-funnel results with the launch of its newest innovation: Sour Patch Kids Glow Ups. By incorporating Snap Ads, Story Ads and creator content into an AR campaign, the brand created a serious buzz around its special edition candy.
Finding the Sweet Spot
Sour Patch Kids gave ‘glow up’ a whole new meaning when it introduced its latest product: luminescent candy. To drive awareness of the first ever candy to glow under a blacklight, the brand needed a truly memorable campaign to engage consumers aged between 13 and 34 in the US. The snag? Hitting the sweet spot among such a vast demographic isn’t exactly easy – until you add Snap to the mix, that is.
Maximizing Performance with a Multi-Format Campaign
To reach its target audience and new consumers likely to connect with the brand’s playful tone, Sour Patch Kids opted for a multi-format Snapchat campaign. Bringing the Glow Ups concept to life, the brand leveraged an Augmented Reality Lens which functioned as a blacklight and allowed Snapchatters to experience the ‘glow up’ feature first-hand.
To spark broad awareness for its special-edition candy, Sour Patch Kids activated Snap Ads and Story Ads, then amplified the launch through Snap Stars who attended live events and shared authentic content. Together, paid media and creator storytelling fueled a whirlwind of color and creativity, guiding consumers from discovery to engagement.
Glow Ups marked an exciting new product innovation for the Sour Patch Kids brand, and Snapchat offered a unique way to bring it to life. The AR Lens let fans experience the blacklight effect firsthand, while creators and video formats helped us connect authentically with our core audience. The result was an immersive campaign that helped power a strong launch for Sour Patch Kids Glow Ups.
Scott Day, Senior Consumer Experience Manager, Integrated Paid Media at Mondelēz International
Taste Success on Snapchat
The Glow Ups launch was a masterclass in the power of a truly cohesive campaign. By combining branded product assets with AR and creator content, Sour Patch Kids ensured reach, cost efficiency and high visibility across multiple placements.
The engaging 14-week AR-led campaign generated a 6-pt lift in Ad Awareness 2 and drove significant incremental sales for Sour Patch Kids. The Lens, which powered the campaign, delivered the highest ROAS 1 and drove a 10-point lift in Ad Awareness, as well as a 4-point lift in both Brand Association and Purchase Intent 2. This highlights the impact of interactive, camera-based formats. Together with AR, Story Ads, product ads, and creator video ads amplified visibility and awareness across the platform, helping to sustain momentum and drive an overall sales lift.
Overall, by using a mix of video and camera products, Sour Patch Kids successfully maximized reach across Snapchat while maintaining efficient CPMs. Moving forward, the brand plans to explore First Lens and Sponsored Snaps for new product launches. Talk about a high-impact glow up.
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