Mondelez brand Sour Patch Kids is helping Gen Z adjust to the ins and outs of the corporate world with the release of its new "Sour Translator."
Led by WPP-owned global creative agency VML, the mischievous campaign's main attraction is a state-of-the-art app (available on mobile and desktop) that translates workplace jargon, corporate emails, and passive-aggressive messages into straightforward sentences.
The campaign for the Mondelez brand coincides with the current influx of Zoomers entering the workforce.
"I love the utilization of technology to deliver a modernized version of our iconic Sour Patch Kids Candy 'Sour Then Sweet' strategy that drives commerce and creates a fun and unique experience for our shoppers," Steve McGowan, RVP omni-shopper experience and industry engagement at Mondelez International, said in a statement.
Users can also gain rewards or special offers by using the app, which can be claimed at Albertsons or Safeway stores.
The campaign runs across social media and DOOH with an influencer component.
Making good use of the Sour Patch Kids' brand voice, the campaign is a playful and mischievous take on the challenges of corporate politeness.
The brand, which is known for its funny little acts of defiance, now finds a new audience in the workplace as Zoomers start working.
Souring on Work
The app, which can be accessed on SourTranslator.com, features a simple text box where users can paste messages.
A cute little Sour Patch Kid hangs out on the page and types into their phone whenever a phrase needs to be translated.
After receiving a translation, users can opt to "Share Sour" with their friends, or "Redeem Sweet," which leads to the Albertsons website.
Earlier this month, VML helmed a sweet workplace-inspired campaign for KitKat.
Editing by Katherine 'Makkie' Maclang
