THE ASK — Communications Plan

As part of a live agency-client immersion with Mondelēz International and VaynerMedia, we were asked to develop a 360° communications plan for Sour Patch Kids. The challenge was to grow market share and penetration by driving salience and brand love with Gen Z—positioning SPK as their go-to non-chocolate confectionery snack.

We were tasked with tapping into the brand’s signature “Sour Then Sweet” equity, while crafting culturally relevant ideas that champion the mischievous spirit of SPK. The brief required us to keep Gen Z at the heart of our creative development, using a digital-first mindset and leveraging passion points across social, partnerships, and activations. Strategic mandatories included aligning every execution with brand purpose, increasing relevance, and measuring success through share growth and increased consumption metrics.