Sour Patch Kids Promotes New Flavors with Circle K Froster Exclusive

Mondelez International's Sour Patch Kids gave Circle K an exclusive "strawberry watermelon" flavor for the retailer's Froster frozen beverage in July as the brand expanded its line of fruit-flavored candy. Sour Patch Kids this 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,” Ashleigh Zysko, Mondelez International customer director, shopper marketing, told the Path to Purchase Institute. 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 dangled a $4 deal for two 8-ounce bags of the candy through Sept. 6 while 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 with the intent to drive awareness and sales of our candy innovation, create an exciting snack/beverage pairing for shoppers and building baskets for the pairing with increased dollars per transaction at Circle K stores,” Zysko said. The partners promoted the bundle with a fully integrated marketing campaign designed to engage shoppers across the path to purchase. Mondelez worked with iHeartRadio, New York, 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 to Aug. 31 — 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, Detroit, 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 said. “Extending the brand with a frozen beverage partnership was a natural fit.”

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