Sour Patch Kids ‘SECRET CIRCLE’ at CIRCLE K
Award: Bronze Reggie Award for New Product or Service Launch Category
Sour Patch Kids Mystery Flavor at Circle K
Our SPK Mystery creative invited every Circle K shopper to become a sleuth and join the Secret Circle in the search for the Sour Patch Kids mystery flavor while encouraging purchase of the first-ever SOUR PATCH KIDS carbonated beverage inspired by the new mystery-flavor SOUR PATCH KIDS pack. We were responsible for concept and visual development ahead of execution by a partner agency.
The program raised awareness and excitement with digital presence and mystery-themed creative, while in-store was filled with window clings, shelf signage, and featuring Circle K’s very own limited edition SPK Mystery flavor Polar Pop. Shoppers could also earn points with SPK purchases and redeem them for prizes in a sweepstakes contest. It was a great success and took home bronze for ‘New Product or Service Launch’ at the 2021 Reggie Awards.