Sour Patch Kids tear into Oreo’s billboards
Sour Patch Kids are making their UK advertising debut by destroying someone else’s ads.
Created by VCCP, ‘Not As Sweet As They Look’ sees the sweets attack neighbouring Oreo posters in London and Bristol.
Four special-build sites take the brands’ social media feud onto the streets, turning the Sour Patch Kids’ habit of roasting Oreo in TikTok and Instagram comments into physical damage.
The wider outdoor campaign is equally ruthless: a tug of war tears one character in half, while a game of tennis turns unexpectedly aggressive.
The idea gives the sweets’ sour taste a personality, with apparently innocent characters behaving badly.
Sarah Haworth, brand manager at Mondelez International, said: “They might look sweet and innocent, but there’s always a sour little surprise with Sour Patch Kids.”
VCCP chief creative officers Chris Birch and Jonny Parker described the work as: “Simple, clever, beautiful and disturbing.”
Adam Sears and Ben Evans created the campaign alongside creative director Liam Wilson.
VCCP’s Girl&Bear handled content production, St Marks Studio created the special-build outdoor executions, and Publicis POP30 managed media planning and buying.
The campaign runs across the UK and Republic of Ireland through September and October, targeting Gen Z and millennials.
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