SOUR
PATCH KIDS
SPK KARES
In the fall of 2022, Sour Patch Kids came to MOJO Ad with a question — What can we do to capture the hearts of our younger consumers? This was Areté’s answer.
We saw in our research that young adults were growing sick and tired of influencer culture. It’s phony, it’s fake and it surely wasn’t entertaining. There was a wavering feeling about how truthful influencers are and a lack of self-awareness on their part to ensure authenticity. So, we thought, why not give them what they’re missing.
The SPK Kares campaign was built with the desire to entertain and make light of influencer culture in a relatable and campy way. Using epidemic cliches (PSAs, symptom-awareness infographics, campaign swag, spokespeople, gala events, etc.), The SPK Kares Foundation takes over social media when the nation is swept by an epidemic like no other, Influencer Influenza. When Sour Patch Kids fall victim to the influenza, the SPK Kares Foundation steps in to spread some self-awareness. The audience experiences the five phases of the Influencer Influenza (The SIlent Spread, The Takeover, The Transmission, The Outbreak and The Recovery) as portrayed through Sour Patch Kids’ social handles.
This campaign was awarded two Silver Student Addys at the KC Ad Club Awards for Cinematography (“I’m An Influencer” and PSA).
Credits: Missouri School of Journalism’s MOJO Ad, Team Areté (Fall 2022)
BRANDING
With the influencer influenza taking over the world by storm, the SPK Kares Foundation is here to lend a helping hand. Modeled after the motifs of charity and foundation logo elements, this logo illustrates their passion for spreading awareness on this newly uncovered epidemic. Its color palette is a series of modified tones pulled directly from Sour Patch Kids’ iconic packaging. Although they are mature to have a more sophisticated look and feel, these colors still embody the playfulness of the original tones consumers identify and recognize.
primary
complimentary
“I’M AN INFLUENCER”
“PSA”
INFOGRAPHICS
Because the only known cure for influenza is self-awareness, the foundation must be the public's information on the symptoms and side effects as seen. These graphics mimic the 80s/90s PSA aesthetic and poke fun at the corporate response to more serious topics such as the COVID-19 pandemic.
CAMPAIGN SWAG
JACKBOX COLLAB
A collaboration with Jackbox Games, a digital card game that uses phones, tablets and computers as the controllers. In this collaboration, the consumers would be encouraged to call out the influencer behaviors of their friends by using prompts like "most likely to have neck pain from 'being on that damn phone'".
