RPM assists new Sour Patch Soda Popz launch
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RPM has created a mischievous and retro-themed nationwide experiential campaign, including a drive to purchase, for the UK launch of Maynards Sour Patch Kids Soda Popz, Mondelez’s latest addition to the Maynards Sour Patch Kids range of sour then sweet candy. The activity launches today and targets a broad demographic via nationwide shopping centres and key commuter hubs.
RPM devised a brand experience to introduce the launch of the New Maynards Sour Patch Kids Soda Popz and its nostalgic flavours of cola, orangeade, cherryade, tropical and apple fizz. The result is a lemonade stall staffed by retro-styled brand communicators dressed in knee socks and roller skates. RPM additionally included a sense of mischief, via paint splats suggesting a takeover by the Mischievous Maynard Sour Patch Kids Soda Popz Kids, to integrate Maynards Sour Patch Kids’s playful core brand theme of ‘sour then sweet’.
Starting at Bluewater (3rd to 6th July), the activity will move onto Victoria Station (7th July), Manchester Piccadilly (9th July), Arndale Centre (10th to 13th July) before ending at Leeds Station (15th July). These locations were selected as areas of high footfall that are near points of sale.
RPM integrated a drive to purchase into the experiential activity by instructing brand communicators to serve Maynards Sour Patch Kids Soda Popz samples to members of the public in espresso cups that announce details of a competition. By submitting a photo of themselves with a recently purchased bag of Maynards Sour Patch Kids Soda Popz, people are entered into a draw to win £1,000 or five runner-up prizes of a year’s free supply of Maynards Sour Patch Kids Soda Popz.
Kaitlin Rimington, Mondelez’s brand manager, Candy, said: “We chose experiential as a key strategy for launching Maynards Sour Patch Kids Soda Popz in the UK because it gives us an opportunity to focus on the product’s key element – its new flavours. Our core brand target for Maynards Sour Patch Kids is 16 to 24 year olds but Soda Popz’s nostalgic flavours widen this demographic significantly. We’re confident that RPM will manage to capture this halo audience through its creatively executed experience and strategically-chosen locations.”
RPM’s managing director, Dom Robertson, said: “As a launch campaign, it was crucial that we focused on integrating two key elements into this experience: the nostalgic flavours of Soda Popz and the mischievous nature of Maynards Sour Patch Kids’s ‘sour then sweet’ taste. The marriage between retro and mischief presents all sorts of creative ways to engage the public, which has made this brief great fun.”
Mondelez appointed RPM to the Maynards account in the summer of 2012. RPM subsequently worked on the September 2012 UK launch of Maynards Sour Patch Kids by creating a campaign aimed at students that centred on mischievous pranks pitting sweet against sour, in line with Sour Patch Kids’s ‘sour then sweet’ USP.
