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Sour Patch Kids Essay

508 Words3 Pages

The branding strategies employed by Sour Patch Kids have a significant impact on consumer behavior, driving purchase decisions through the creation of a distinct brand identity, emotional connection, and perceived value proposition.Sour Patch Kids, a popular candy brand, has achieved global success through strategic branding. Despite being small in the soft-and-chewy category, the brand has crafted a distinct identity and forged emotional connections, achieving a unique identity and transforming the candy market. Mondelz International's Farrah Bezner highlights the brand's transformation and step-change growth. Sour Patch Kids, a candy company, targeted teenagers by improving their social media presence, developing new video content, and entering …show more content…

Sour Patch Kids, originally called Mars Men, has evolved its advertising techniques to adapt to the evolving American consumer society. The company has evolved from targeting white, middle-class females with children to targeting all teens through colorful packaging and incorporating teen themes in its advertising campaigns. The packaging, featuring bright colors like yellow, lime green, and green, reflects the candy's colors and emotions, which influence 60-80% of consumers' purchasing decisions. The colors chosen by Sour Patch Kids are meant to provoke feelings of happiness, playfulness, and excitement, which are associated with youthfulness. The packaging also includes a see-through panel for consumers to see the colorful candies.Sour Patch Kids effectively connects with their youthful consumer base through engaging marketing campaigns and interactive experiences, fostering a sense of belonging and camaraderie, thereby driving repeat purchases and loyalty. The advertisement for Sour Patch Kids aims to convince viewers that their candy is sour and sweet, appealing to both teenagers and

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