Mondelez has launched a clever new retail media activation, building on its track record of successful campaigns like OreoCodes, Oreo Calls, and Oreo Menus. This time, the spotlight is on Sour Patch Kids with the introduction of the “Sour Translator,” a digital tool designed to decode messages and add a playful twist to everyday communication.
Targeting Gen Z consumers who are new to the corporate world, Sour Translator plays on the idea that not every message received is as sweet as it seems. The fun and interactive platform captures the mischievous spirit of Sour Patch Kids while creating an engaging experience for consumers.
Users can simply copy and paste text into the tool to uncover the “sour” truth behind seemingly innocent messages. As a reward, participants receive sweet offers redeemable for Sour Patch Kids candy at Albertsons and Safeway stores. Look below:
Steve McGowan, RVP Omni-Shopper Experience & Industry Engagement at Mondelez International, expressed enthusiasm for the campaign: “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.”
Manuel Borde, Global Chief Creative Officer, Commerce, VML, added, “This Sour Translator campaign is a no-brainer when it comes to relevance to Gen Z, and rooted in the equity of the brand.”
Get in on the Fun
Want to put the simulator to the test? Go to SourTranslator.com on a mobile or desktop device. Copy and paste a message for translation. See the sour meaning and receive a candy offer redeemable at participating stores.
- Message: “Did you get my message?”
- Translation: “Hello! Are you there? Is this thing on?”
- Message: “Not sure about this. I’m going to need to run it up the flagpole.”
- Translation: “Forget it. It is never going to happen.”
- Message: “Looking forward to hearing from you.”
- Translation: “Talk to me!”
This activation is backed by a robust promotional campaign, including social media collaborations with influencers, digital out-of-home advertisements, and retail media placements on Albertsons platforms.
CREDITS:
BRAND: Mondelez International
- Steve McGowan – Head of Shopper Marketing and Strategic Partnerships
- Anne Martin – Director, Shopper Marketing
- Michelle Squillante – Shopper Marketing Operations Manager
AGENCY: VML
- Manuel Bordé – Global Chief Creative Officer / Lead
- Oswaldo Sa – Executive Creative Director
- Jeremy Ruiz – Executive Creative Director
- Alberto Triana – Creative Director / Copy
- Federico Mariani – Creative Director / Art
- Felipe Menezes – Associate Creative Director / Art
- David Pinilla – Creative Director / Art
- Christina Ryan – Group Director, Client Engagement
- Katlyn Muller – Supervisor, Client Engagement
- Demi Yaou – Supervisor, Client Engagement
- Sophia Duran – Account Executive, Client Engagement
- Jamie Hill – Creative / Copy
- Lucas Pimenta – Motion Graphic Creative Director
- Jonhatan Bolivar – Motion Graphic & Editor
- Nika Mikhaylov – Associate Creative Director / Copy
- Maggie McKeon – Creative Director / Art
- Dena Hobbs – Art Director
- Ivan Mayes – Chief Technology Officer
- Thomas Mercurio – Associate Director, Project Management
- Jake Swiatek – Associate Director Technology
- Michael May – Associate Director Technology
PRODUCTION PARTNERS:
Believe TV – Production & Animation Studio (Santiago, Chile)
XFilms – Production (Miami, FL, USA)
REELated:
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