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B&T > Advertising > Sour Patch Kids Asks Aussies Whether They’re Sweet Or Sour In Halloween Campaign
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Sour Patch Kids Asks Aussies Whether They’re Sweet Or Sour In Halloween Campaign

Lucio Dias Ribeiro
Published on: 18th October 2017 at 10:26 AM
Lucio Dias Ribeiro
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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.

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TAGGED: Carat, Halloween, online circle digital
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By Lucio Dias Ribeiro
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My colleagues and clients describe me as a Marketer, Strategist, Creative, Guru, Mentor, Tech. They call me Passionate, Curious, and sometimes Impatient. I get called these things and more. I'm a passionate and ambitious marketer with a never-ending intellectual curiosity with a need to move ideas into action. Diverse background, starting with Law where I began my career working with advertising and later pivoting to advertising and marketing. I am an internationally experienced marketer as well as a guest lecturer, speaker, and media commentator. A natural connector of people. I am unconditionally committed to developing teams and individuals and instil the belief I am the leader that can make a lasting difference in their lives, of our clients and ultimately society. In my years in advertising and marketing, I have mentored many of my staff, colleagues, and students. I'm fascinated by behavioral psychology and its effects in leadership and in marketing. I'm thrilled when I can leverage cultural insights to inform and instruct creative marketing strategies, innovations, and partnerships. Feel most comfortable in agile, fast-paced, action driven environments. Founded 2 companies, a SAAS (Social Pulse) and a Marketing service, Online Circle Digital where I'm currently the MD. In my career, I have worked with P&G, Unilever, Renault, Mastercard, Mondelez, Parmalat, Schweppes, Cadbury, AGL Energy, Target, Mercedes-Benz and more. Judge for the AME, NY Festival, and Hive Festival. Confident speaker and keynote presenter, addressing audiences at AdTech, Adma, Unilever's Media Summit, AMI Future Leaders, Social Data Week, OC Digital Academy. I have given guest lectures at RMIT and General Assembly in Melbourne and many times have presented along side with my clients to their marketing and business conferences. Passionate about making a difference in the world via education, technology, animal welfare, good food and learning anything as much as I can.

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