Sour Patch Kids back on TV

Maynards Sour Patch Kid brandishing a hammer next to an upturned bicycle

Maynards Sour Patch Kids will be returning to the small screen in a new campaign which launches on 20th July.

Two 20-second ads will reveal the sweet then sour nature of the candy characters. The ads are part of a £1.5m UK media investment for the brand, and will also be shown in cinemas nationwide with support from VOD and digital activity.

Maynards Sour Patch Kids launched into the sour candy market into 2012 and 68% of sales have been incremental to the candy bags category.

Max Adams, Brand Manager for Bagged Candy at Mondelēz International, said: “We are sure our campaign will get consumers really excited about the brand and drive growth within the category. Maynards Sour Patch Kids has been highly incremental to the category in recent years, so retailers have a great opportunity to grow bagged candy sales.  Retailers should stock up across the range to make the most of increased awareness.”