SOUR PATCH KIDS & SWEDISH FISH brands are leaders in the candy category; we ignite the love for our brands by focusing on our core candy as well as introducing exciting innovations. In C-store we continue to see successful launches and activations from SOUR PATCH KIDS Soft & Chewy Candies like Zombies, Red vs. Blue, and Red White & Blue – tying these innovations into exciting key program moments like summer and Halloween.
SOUR PATCH KIDS Soft & Chewy Candy
Red vs. Blue was a huge promotion for 7-Eleven as it delivered 40% of our 2019 FY 5 oz. pack $ sales growth and outperformed previous promotions in the first 7-weeks by 80% and total sales by 20%(1)! SOUR PATCH KIDS Soft & Chewy Candy Red vs. Blue also drove high social media engagement and earned media (received press coverage from lifestyle outlets like Delish, Insider, & PopSugar).
In 2020, we are continuing this path by launching SOUR PATCH KIDS & SWEDISH FISH CRUSH® flavored Soft & Chewy Candy, bringing together 3 iconic brands! CRUSH® Orange is the #1 Fruit Flavored Soda Brand amongst Gen Pop, Teens and Hispanics(2), and 80%(3) of SOUR PATCH KIDS Soft & Chewy Candy consumers feel CRUSH® fits the SOUR PATCH KIDS brand extremely well. We have robust marketing plans to support the CRUSH® partnership launch! The support plans include our new TV Campaign that will feature an end-card tagging CRUSH® SOUR PATCH KIDS & SWEDISH FISH CRUSH® flavored Soft & Chewy Candy. Strong digital and social support as SOUR PATCH KIDS has the #1 Candy Brand followed on Instagram(4), our Playbook program at retail, and in-store support/multi-brand displays. The Keurig Dr Pepper team will also be licensing the SOUR PATCH KIDS brand to launch CRUSH® SOUR PATCH KIDS Blue Raspberry Flavored Soda in April 2020. We will have an IRC/Tearpad offer (.75c off WYB one 20oz soda and 1 pack of any SPK candy) available to C-store customers in March; this is to drive more awareness and trial and tie both launches together.
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Source:
(1) 7-Eleven: PS’19: June 26th – Aug 13th
(2) Kantar Millward Brown Brand Equity Tracker Total Self & Treat Myself – Q2 2018; JAN 18 IPSOS Sour Patch Kids Changeovers DUEL Idea Screen.
(3) Aug 18 Nielsen bases Quick Predict concept study – SOUR PATCH KIDS
(4) Dec 2019 Facebook & Instagram
About Mondelez Global LLC
Mondelēz International, Inc. (MDLZ) empowers people to snack right in over 150 countries around the world. With 2018 net revenues of approximately $26 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.
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