All Work
Original Format — Events
Fruit Fight
Turning a candy’s ‘sour then sweet’ into a live entertainment format.
Client
Mondelēz
Role
Creative Direction
Year
2023
01 — Challenge
Make a legacy candy feel native to youth culture again.
Sour Patch Kids needed cultural heat with teens who saw it as a checkout-aisle afterthought.
02 — Insight
The brand’s whole personality is a prank with a hug.
‘Sour then sweet’ isn’t a tagline — it’s a comedic rhythm that mirrors how this audience plays with each other online.
Don’t advertise the mischief. Stage it.
03 — Approach
Build an event where the mischief is the format.
We created an original live format built around good-natured chaos and payoff, letting creators and fans live the ‘sour then sweet’ arc in real time.
04 — The Work
A format fans wanted to be pranked by.
A live event series, creator integrations, and short-form content designed to travel far past the room.
Results — Box Score
28M
Impressions
4.2%
Engagement Rate
19%
Brand Favorability Lift
9
Creator Partners
3
Event Days
RECOGNITION