Sour Patch Kids Australia has teamed up with Online Circle Digital and Carat to launch its the national Halloween campaign.

Entitled ‘Sour. Sweet. Win.’, the campaign brings the brand’s sour then sweet philosophy to life.

Sour Patch Kids is leveraging the brand’s playful attributes and Online Circle Digital’s 3D CGI capabilities to own the occasion and make it the confectionary brand of choice.

The fully integrated campaign merges digital media channels with a retail approach to engage audiences.

At its heart, the campaign boasts an interactive consumer competition website promising a dream $10,000 trip for two to New York.

To enter, users must upload a photo, decide whether they are sweet or sour through a custom-made Sour Patch Kids frame and enter their details. The competition is supported by digital advertising.

Sour Patch Kids and Online Circle Digital are further capitalising on the popularity of the annual spook-fest by driving awareness through locally-produced 3D CGI YouTube pre-rolls in which the iconic ‘Kids’ are brought to life.

This activity is complemented by Facebook, Instagram advertising and a Snapchat filter, as well as retail activity that engages and influences shoppers who are thinking of buying treats for Halloween.

To drive product visibility, the campaign is fronted by a strong in-store presence and supported by Halloween-themed point of sale.

The ‘Sour. Sweet. Win.’ creative and 3D CGI was all designed and produced by Online Circle Digital’s in-house creative services team.

Lucio Ribeiro, managing director of Online Circle Digital, said: “Sour Patch Kids is such a great brand to work with.

“They make bold choices and enabled us to think outside the box to give them a campaign that captures the fun of Halloween, and really makes an impact during the most competitive time of year for confectionery companies.”

The ‘Sour. Sweet. Win.’ campaign will feature during the lead-up to Halloween on Tuesday 31 October.