VML's Sour Patch Kids ‘Sour Translator’ Helps Decode Not So Sweet Messages

Ever wonder what the true meaning is behind some of the messages you receive?

Have you ever received a message, and it feels like there’s a hidden meaning and you would just love to know what the sender really meant? Now you can decipher those messages using the Sour Translator and discover not every message is as sweet as you think! 

Mondelez International and VML introduce its newest commerce innovation for the SOUR PATCH KIDS Candy: 'Sour Translator', a digital tool to help consumers decode hundreds of not so sweet messages.

As a new batch of Gen Z graduates flood the corporate world, their grasp of workplace speak isn’t quite as developed as their grasp of social communication. The SOUR PATCH KIDS Candy is helping to bridge this communication barrier using its SOUR PATCH THEN SWEET KIDS Candy’s fun and mischievous nature to provide an interactive, fun experience to these candy-loving consumers.

By simply copy/pasting text into our mobile-friendly site, users can uncover the “true meaning” of those sweet “candy coded” communications. The translator also unlocks rewards on their favorite sour then sweet candy – SOUR PATCH KIDS Candy.

The activation will be promoted through social media with influencer collaboration, animated digital out of home advertisements and retail media activations across Albertsons platforms.

Steve McGowan - RVP omni-shopper experience and industry engagement at Mondelez International, says, “I love the utilization of technology to deliver a modernized version of our iconic SOUR PATCH KIDS Candy “Sour Then Sweet” strategy that drives commerce and creates a fun and unique experience for our shoppers.”

Manuel Borde, global chief creative officer, commerce, VML, says, "We couldn’t be more excited to bring forth this innovative, commerce-driven, gamified experience for Sour Patch Kids. This Sour Translator campaign is a no-brainer when it comes to relevance to Gen Z, and rooted in the equity of the brand."