Sour Patch Kids Embraces Cringe Moments with ‘Friday’ Singer Rebecca Black
Mondelez International’s Sour Patch Kids launched a digital Halloween campaign in October encouraging consumers to face “the scariest thing imaginable;” aka, their past, according to a media release. The brand also tapped the self-proclaimed “queen of owning your past” to promote the campaign and accompanying TikTok challenge.
Sour Patch Kids is calling the campaign and digital photo challenge "Cringe or Candy,” which asks consumers to dig up photos of their past choices they may have wished to forget for a chance to win prizes, including a grand prize of $5,000 and Halloween candy from the brand.
From Oct. 17-31, consumers can participate by uploading a personal “cringe” photo of themselves online at SPKcringeorcandy.com and the site will immediately generate a reward, either a cash prize, free candy or simply public embarrassment (i.e., the photo may be shared on Sour Patch Kids’ social media channels or in the online photo gallery on the website).
"From those awkward middle school dances to the regretful hairstyles and outfits that continue to haunt your school pictures, we all have embarrassing, cringe moments from our own past that make us laugh," Jenna Carls, senior brand manager, candy, Mondelez, said in the release. "What better time than Halloween to unearth our true terrors and share a bit of loveable mischief with Sour Patch Kids candy."
Sour Patch Kids is also playing up the nostalgic theme by partnering with singer Rebecca Black, who gained fame after her song “Friday” went viral in 2011 for all the wrong reasons. (If you don’t remember, she was mocked mercilessly following the song’s release.)
"As the self-proclaimed queen of owning your past, this is the perfect collaboration to recognize those sour then sweet moments with Sour Patch Kids," Black said in the release. "Embracing our cringe-worthy moments makes us unique, and I can't wait to see everyone face their fears with 'Can't Outrun the Ghost' this Halloween.’"
Black’s new song debuted on her personal TikTok (@msrebeccablack) on Oct. 17, and encouraged users to participate in Sour Patch Kids’ “Ghosts from your Past" TikTok campaign. Her post, which shows Black recreating a look from her old “Friday” music video, has garnered more than 2.9 million views as of Oct. 26.
To participate, users are encouraged to find their own cringey photo from their past and create a TikTok video reenacting the past moment using Black’s song "Can't Outrun the Ghost." Users could share their TikTok video and tag @TheRealSourPatchKids and use the official hashtag #GhostsFromYourPast.