Sour Patch Kids launches disruptive UK billboard campaign

Sour Patch Kids has launched a new out-of-home advertising campaign in the UK titled ‘Not As Sweet As They Look’. Created by the global creative agency VCCP, the campaign utilizes bold, disruptive visuals to showcase the brand’s sweet yet sour persona.

The campaign features candy characters engaging in chaotic activities, such as playing tennis with a character’s head or participating in a tug-of-war. A central element of the campaign involves the characters appearing to physically tear apart a neighboring Oreo advertisement on a billboard, blurring the lines between reality and fiction to create an immersive experience for passersby.