Mondelez Canada is bringing a Sour Patch Kids innovation that glows under blacklight to Canada.
Strawberry-Watermelon Glow Ups products, a hit stateside according to the company, are now available north of the border. A turmeric extract in the recipe gives the product its glow and is meant to act like edible confetti.
“The brand’s mission is to deliver a constant stream of engaging and relevant experiences that resonate with Gen Z’s evolving tastes and digital culture, fostering a strong emotional connection,” says Alexa Horowitz, brand manager of the candy and cough portfolio at Mondelez Canada.
“Glow Ups is the first-ever gummy candy to glow under blacklight, an innovation that’s new to the Sour Patch Kids portfolio.”
Absent blacklight, a new Snapchat augmented-reality filter lets fans scan the candy and watch it light up on-screen as part of the CPG’s scroll-stopping social-content strategy.
It’s the first time Sour Patch Kids has leveraged Snapchat filters as part of a product launch.
“We know many consumers don’t have a blacklight readily available but a lot of them have Snapchat,” Horowitz says. “So, we created a Snapchat filter for all candy fans to experience the glow using augmented reality.”
The goal of the Canadian launch is to drive awareness and trial from a full 360 lens, Horowitz says. Mondelez’s campaign includes OOH marketing, in-store POS, key retailer specific programs and a full Amazon retail page. A full Glow Ups branded Amazon store has also been activated.
Strawberry-Watermelon Glow Ups in-store displays will be live tomorrow with floor stands, shelf wobblers and shelf-display decorations planned for major retailers nationally.
Displays will all feature Glow Ups branding and product information, as well as QR codes leading consumers to the Snapchat filter. Agency partners include One Flight Up (design) and Total Marketing Solutions (production).
Beyond in-store tools, Mondelez Canada will be using a range of retail and digital programs over the next two months that are designed to maximize consumer conversion and build product awareness.
“Over the next month, we’re rolling out a robust mix of digital assets – from TikTok creator partnerships to an animated online video amplified with paid-media support to maximize reach and engagement,” Horowitz says. “Alongside our digital rollout, a premium out-of-home campaign launches mid-October, lighting up downtown Toronto with bold, eye-catching creative that brings Glow Ups to life in an unmissable way.”
Last year, Toronto-based toy manufacturer Incredible Group added three Mondelez licences (including Sour Patch Kids) to its Squishi toy line to transform the candy into products that buyers could squish, squeeze and sniff.
