Sour Patch Kids’ ‘Sour Translator’ unwraps the sweet truth behind corporate jargon
A new digital tool developed by VML uncovers the real messages hidden behind sugar-coated work emails.
Sour Patch Kids’ cheeky slogan, “First they’re sour; then they’re sweet,” perfectly captures the candy’s dual nature — sourness, followed by sweetness.
But Mondelez has taken this concept to the next level with the launch of the ‘Sour Translator,’ a creative campaign that decodes cryptic, overly polite work emails (think: “per my last email”) into their blunt, no-nonsense interpretations lurking beneath the surface.
Here’s how it works: users visit SourTranslator.com, input a message, and receive a “sour” translation — paired with a “sweet” offer for Sour Patch Kids candy. For example, a classic phrase such as “looking forward to hearing from you” is decoded to reveal its true meaning: “Talk to me!”s
Along the way, users can unlock special offers for Sour Patch Kids products, redeemable at Albertsons and Safeway stores.
“I love the utilization of technology to deliver a modernized version of our iconic Sour Patch Kids Candy ‘Sour Then Sweet’ strategy that drives commerce and creates a fun and unique experience for our shoppers,” said Steve McGowan, RVP omni-shopper experience industry engagement at Mondelez International.
Developed in partnership with ad agency VML, the Sour Translator aims to engage Gen Z consumers, many of whom are just entering the corporate world and navigating office jargon for the first time.
“We couldn’t be more excited to bring forth this innovative, commerce-driven, gamified experience for Sour Patch Kids,” added Manuel Borde, global chief creative officer of commerce at VML. “This Sour Translator campaign is a no-brainer when it comes to relevance to Gen Z, and rooted in the equity of the brand.”
The campaign is being promoted across social media through influencer collaborations and digital out-of-home ads, with a strong focus on Albertsons’ retail media platforms, aiming to connect with consumers both online and in-store.
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