Sour Patch Kids' Strawberry-Watermelon Glow Ups deliver the signature sour, then sweet gummy candy flavor experience fans know and love with a twist by glowing under blacklight. These strawberry-watermelon gummies get their glow from turmeric extract, transforming snacking experiences during a movie or a cozy night at home.
"Glow Ups isn't just about the novelty—it's also about connecting with our core audience (Gen Z), to create engaging experiences that reflect current trends and resonate with their ever-changing cravings," said Alexa Horowitz, Brand Manager, Candy & Cough, Mondelēz Canada.
Knowing that not everyone has access to a blacklight, Sour Patch Kids is sharing the innovative candy experience with an augmented reality filter on Snapchat.
Key Themes Behind This Trend
- Blacklight-activated Snacks
- Creatively infusing snacks with elements that glow under blacklight offers distinct sensory experiences catering to visual engagement.
- Experience-driven Candy Consumption
- Candies that provide interactive and personalized experiences can significantly enhance consumer enjoyment and brand loyalty.
- Tech-enhanced Candy Marketing
- Leveraging augmented reality filters for marketing edible products opens up novel avenues for reaching tech-savvy consumers.
Where This Applies
- Confectionery Industry
- The innovation of glow-in-the-dark candies demonstrates opportunities for product differentiation in a saturated market.
- Augmented Reality Marketing
- The integration of AR features into product marketing can diversify and modernize promotional strategies, engaging younger demographics.
- Snack Food Technology
- Emerging technologies that enhance the sensory and experiential aspects of snacks offer potential for creating memorable consumer interactions.
