Sour Patch KidsMACH Advertising

Lightning Fast Advertising

Megan ThorpeAutumn Barszczowski

Carrie RealeHannah O’Toole

MACH Advertising

Megan, Autumn, Carrie, and Hannah. MACH. The German “mach” number is what is used to describe high speeds or the speed of sound. We are MACH advertising, and we promote the

promise of lightning fast advertising for our clients.----

MACH Advertising’s mission is to provide clients with clear, concise advertising that expresses the main philosophy of their brand. When partnered with MACH Advertising, clients will

experience a comfortable work experience and environment where no idea is a bad one, and all brands are accepted with worth.

Sour Patch Kids

Bags of Sour Patch Kids have been sitting in movie theatres, opened at carnivals, and  shared at home for decades. Their mission is not only to provide consumers with a candy, but to provide them with a story. Sour Patch Kids are “sour, then sweet”. They are the candy people buy in the

movie theatre. They are the candy every kid wants in their school lunch.---

Sour Patch Kids are looking to rekindle their relationship with the teenagers of the world; the ones that grew up fond of the taste and story of Sour Patch Kids. They are looking to remind the

now adults that they can still enjoy the flavor and idea of the sour then sweet candies.

Campaign

This campaign will aim to remind older teenagers and young adults of sour patch kids, and what they like about the well-known candy. Everyone grew up having a favorite color, and the idea is

to use people’s favorite colors to establish a sense of unity between everyone who likes sour patch kids.

---Our campaign is titled “Choose your color”, which challenges fans to identify their favorite color

(red, blue, orange, yellow, or green) and fight for their choice. The advertisements themselves display the five colors racing each other and their respective fans cheering them on. In running these commercials, our hope is to spark more interest in the brand and also loyalty to the brand.

Situation Analysis:

Market Mix (P’S) Product: Sour Patch Kids candy (extreme, fruit flavors, berries, xploderz, etc.),

watermelon, popsicles, gum Price: $2.68-$20 (bulk price) - commodity Place: Pharmacies, movie theaters, candy stores, grocery stores, retail stores, website

(only to buy certain flavors) Promotion: Ad & PR, IMC Promise: Sour, sweet, gone; it’s a candy that is both sour and sweet

Benefits: Vegan friendly, other sour products do not compare

Life Cycle: Mature

Brand Identity Sour, sweet, gone. First they’re sour; then they’re sweet”

Competition Trolli (Sour Gummy Worms, Eggs, Watermelon, Octopus, Bites; Extreme Sour

Crawlers) Swedish Fish

Market Geographics: United States Demographics: Ages 13-23, male and female, low income (under $10,000), all races,

aimed at high school/college students, single/unmarried Psychographics: Easy-going lifestyle; they are going with the flow and they are

just looking to enjoy the small pleasures in life. Look for nostalgia in little things, want to be a part of something, they a want a voice in the world, they want a voice in their own lives (independence).

S.W.O.TStrengths:

Sour Patch Kids are a unique product, there is no candy quite like it Vegan-friendly; hits a specific target market Sour Patch Kids is a well-known name and has been around for thirty years Brand not easily forgotten Very consumer-oriented; the company reaches out to its consumers throughout

social media, advertisements, and interactive competitions There are plenty of variations of the product and sizes to be bought

Weaknesses: No health benefit of eating Sour Patch Kids Packaging- small amount of candy for the amount paid?

Opportunities: Sour Patch Kids hosts many different competitions Keeps the name fresh in a consumer’s mind Well-known stars to help endorse brand YouTube star Andrea Russett & Vine star Logan Paul Sour Patch Kids hosted a fan-fiction contest on Wattpad where writers would

write a love story with a twist.Threats:

A new, similar candy product to Sour Patch Kids Nestle is a really big competitor of Kraft Tastes of the consumer’s change- tired of sour? The health craze- trying to eat healthier, cut out junk food

Culture of Client - History

Frank Galatolie- creator of Sour Patch Kidso Worked for a company known as Jaret International

First ever production- in Ontario, Canada in the 1970’s The original name of the candy was Mars Men Aliens

o Shaped like Martians because of the space craze and because of UFO sightings at the time

First introduced into the U.S. market in 1985 Name most likely changed to “Sour Patch Kids” because of the popularity of Cabbage

Patch Kids in the 1980’s First company to produce Sour Patch Kids went by the name of M & A Candy Company

o This was Allan Candy Company and Malaco Licorice Company combined In the late ‘90’s- Sour Patch Kids were acquired by Cadbury-Adams, the current

company In 2010- Kraft Food buys Cadbury Adams

How the Sour Patch Kids logo has changed over time

Research

Survey Statistics

Why do you buy Sour Patch Kids? (Selected answers out of 94)

What is one memory associated with Sour Patch Kids for you?(Selected answers out of 94)

View all results here:

https://www.surveymonkey.com/results/SM-98SNV9LW/

Objectives

What do we want to accomplish? Directly – boost sales Indirectly – boost the morale of our target market and connect people with the brand

Advertising Triangle Awareness- Sour Patch Kids are a well-known brand and we are simply re-introducing to

the nation and our target market. Comprehension- We are hoping that our ad campaign is relatables to 13 to 23 year olds. Conviction- There is no better conviction than craving. We are sparking their taste buds. Desire- It is affordable and one of a kind. The sour than sweet nature appeals to wide

variety of people. Action- We want people to choose Sour Patch Kids over other candies, like Swedish Fish

and Gummy Worms, at the movie theaters and stores.

Time Frame: 6-month media plan pulsing schedule

o pulses during back to school season and summer

Creative Strategy

Product Concept

Marketing position, benefits, brand identification, “personality” Based on emotion Identification with the bright colors and the characters that are “sour then sweet” Unique sour candy Innovative commercials – colorful characters The flavors/colors play a large role in brand personality

Rational (thinking) and emotional (feeling) decision making by target. Emotional – enjoyment and taste, it makes them feel good, nostalgia Rational – affordability of the candy, health concerns are a factor

Target dialogue/conversation with product, brand, client Target market interacts while in stores or movie theatres Interaction through social media

o Twitter and Facebook

Target Audience

Psychological Factors:

Our target market associates Sour Patch Kids with “Sour then Sweet,” which is how our client has chosen to previously position their product. We would like to have them also associate this Color Race that will allow students to choose their favorite color by giving them products that advocate for their team.

Physical Factors:

We would have regular 8x10 ads as well as banners across social media sites both on the side and at the top. These ads could also be featured in the Discover page of Snapchat that would reach our audience.

Summarize Psycho/Geo/Demo:

We are looking for the laid-back college students who are aiming to take ahold of their childhood once more as well as the children that are ready to take a stand for their own opinions. Our target market is in the United States between the ages of 13-23, and we are looking at all races and genders. Our market does not have much money to spare except when they are looking to splurge on the little pleasures of life, including this candy that allows them to voice their opinion about what their favorite flavor/color is.

Message/Appeal We are a nostalgic product for people older on the age range What’s your favorite color?

o People typically have a preference and will ask others for those oneso Everyone knows their favorite unless they are apart of the small percent that do

not have oneo Choose a team; it’s a race to the finish, what color will win?

Media mix, reach, frequency, scheduling, cost

Social Media Campaigns Snapchat- There will be filters designated to your favorite color! Either a color filter over

your face (green, orange, red, yellow, or blue). Whatever is your favorite. Another filter where your head is placed on top of your favorite color Sour Patch Kids’ body.

Instagram- Giveaway! Post a picture of yourself wearing the color of your favorite Sour Patch Kid with the hashtag #SPKColorRace and the company will send the most creative picture a 5lb bag of just your color Sour Patch Kids

Twitter- Tweet hashtag. Facebook- Share the posts on this platform, as well.  Recent research and trends show that our target market uses Snapchat, Twitter, and

Instagram the most compared to Facebook. Frequency The frequency of this media mix depends on the social media site. The hashtags on

twitter could change daily, but still happen all week (it could fit in with the typical Twitter hashtags, like Throwback Thursday and Transformation Tuesday). Snapchat would have to be once a month so people are excited when the filter returns. The Facebook could be maintained all week with new posts or comments on articles. As for Instagram, it could be used every other week for giveaways or new “print” ads.

Buttons, Print Ads Cell phone cases

Creative/Project BriefObjectives:

To attract the atention of teenagers and young adults; sell more to this marketRemind the target market that Sour Patch Kids are still around and just as good

“Hey, this was your favorite candy growing up- it’s still just as good!”“Pick your favorite color.”

Target Audience:Early to late teens; young adults – Ages 13-23Males and females

How are we reaching this target?Social Media

Snapchat filters, fun and interactive tweets, captivating Instagram picturesMovie theatersGiveawaysAdvertisingPrint ads and television ads

What do they think?Sour Patch Kids are for children, they are unhealthy, and sometimes irrelevant.

What do we want them to think?We want our target to think that no matter what their age, Sour Patch Kids are an enjoyable, fun candy. We want them to bring back their inner child.Sour Patch kids are okay to eat in moderation- in fun places such as movie theaters or hanging out with friends.

Reason(s) to Believe in the Brand:Sour Patch Kids has been around for over thirty yearsSour Patch Kids was associated with our childhood and can bring back memoriesIt’s more than just a candy, it’s an idea (sour to sweet)

Single Most Persuasive Idea:Pick a color- what is your favorite color?

Tone of Work:Playful, yet sophisticatedWe want to show teens and young adults that they can still channel their playful side even when growing up

Call-To-Action:Buy now!

Deliverables:Print ads- choose your colorBanners for websitesButtons and stickers- to show off your favorite colors

Additional Guidelines/Specs:Sour Patch Kids Poll- this is what people say, what is your favorite color, etc.Slogan: “Taste the sweeter side of sour”Slogan/Idea: “Pick YOUR color”

Client Mandatories:Usage of the Sour Patch Kids logoBright playful colors that represent the Sour Patch Kids

Integrated Marketing Communications

Events, publicity, promotions, word of mouth, experiential events, cause marketing

Cause Marketing Sponsor a race benefit for a non-profit charity Have participants choose the color as a team the want to run for Teams can race against each other Raise money for charity & awareness of the brand

Promotions/Word of Mouth: Buttons, stickers, or phone cases – display what color you choose Online videos – “Create your own adventure”

EventsBring the brand to college campuses Free items (temporary tattoos, candy, bags)Sponsor events on campuses – professional lectures

Broadcast Advertisement (TV commercial)

Print Advertisement

Photos and graphics courtesy of:

http://www.snackmemory.com/sour-patch-kids/

http://www.candyfavorites.com/sour-patch-kids-candy-history

http://www.collectingcandy.com/wordpress/?p=7639

http://www.adweek.com/news/technology/sour-patch-kids-taps-fan-fiction-writers-woo-teens-valentines-day-162934

http://2.bp.blogspot.com/-9tYdHJeGwsY/T7LaX819NHI/AAAAAAAAFio/grgUFN8WcQg/s320/Sour+Patch+Kids+logo+2012.png

https://classicadrien.files.wordpress.com/2014/03/sour-patch-kids-3-gif.jpeg

http://mankindunplugged.com/wp-content/uploads/2011/10/method-man-sour-patch-kids.jpg

https://celiac.org/wp-content/uploads/2015/07/71gjxPs2e-L._SL1386_.jpg

https://images.rapgenius.com/a3ec1c73b03e60a8a95951dc8e65b507.280x175x1.png

http://cdn3.dualshockers.com/wp-content/uploads/2011/11/sour-patch-kids.jpg