Insider Intel: A Sour Patch Kids Exclusive

The Mondelez candy brand drives awareness and sales of new flavors through a Circle K Froster frozen beverage program.

Samantha Nelson

2/6/2023

Mondelez International’s Sour Patch Kids gave Circle K an exclusive “strawberry watermelon” flavor for the retailer’s Froster frozen beverage last July, as the brand expanded its line of fruit-flavored candy.

Sour Patch Kids last year was focused on increasing sales of its watermelon- and strawberry-flavored gummies while also introducing new peach and grape flavors. The brand also wanted to drive overall category growth and spending at Circle K by building store traffic and shopper loyalty.

“The Circle K Froster program was a great opportunity for Sour Patch Kids and Circle K to activate against all of these objectives and provide a win-win-win scenario for the brand, retailer and shopper,” says Ashleigh Zysko, customer director, shopper marketing at Mondelez International.

In stores, a custom floorstand stocking the four fruit-flavored candies plugged the exclusive, limited-edition Froster drink flavor. A wobbler affixed to the display promoted a $4 deal for two 8-ounce bags of the candy, available through Sept. 6, 2022. Another wobbler on a fountain machine plugged the packets of gummies for $1.50 each with the purchase of a Froster during the same promotional period.

“The Froster collaboration was developed to drive awareness and sales of our candy innovation, create an exciting snack/beverage pairing for shoppers and build baskets for the pairing with increased dollars per transaction at Circle K stores,” Zysko says.

The partners further promoted the bundle with a fully integrated marketing campaign designed to engage shoppers across the path to purchase. Mondelez worked with New York-based iHeartRadio and Houston-based Hire Influence for digital, mobile and social engagement.

Consumers who commented on sponsored Instagram or TikTok posts from Hire Influence from July 18-Aug. 31, 2022 — using #SPKCoolKids and #Sweepstakes and tagging two adult friends — received entry into a sweepstakes awarding $500 to 10 winners.

Sour Patch Kids also played ads on Circle K gas pumps through GSTV and drove impulse purchases through ads on the retailer’s proprietary Lift checkout solution. The goal was to target younger Millennials and older Gen Z shoppers on the go.

“Sour Patch Kids sees a huge portion of its candy sales come through the convenience channel,” Zysko says. “Extending the brand with a frozen beverage partnership was a natural fit.”