LAVAL, Quebec — Circle K is putting its own spin on a Sour Patch Kids new mystery flavor promotion running through July 6 by offering this flavor as an exclusive Polar Pop fountain beverage.
The candymaker is adding a new flavor and is inviting fans to play detective for a chance to win $50,000 and other instant prices. Meanwhile, this is the second recent beverage promotion for Circle K, which recently launched a subscription program.
Sour Patch Kids has released new flavors in the past, though this is the first time it’s a mystery.
"The Sour Patch Kids brand loves to stir up mischief—and that's exactly what we're doing with this Sour Patch Kids Mystery Flavor drop," said Mili Laddha, associate director of marketing for Sour Patch Kids at Deerfield, Ill.-based Mondelez International. "We're always looking for ways to get our loyal fans involved in what we're doing, which is why we're bringing them in on the fun with cryptic clues, social media takeovers and more."
In addition to fans guessing, a Mystery Kid will help by leaving clues on Sour Patch Kids packaging, social media channels and in-store displays. Every week through July, the Mystery Kid will take over Sour Patch Kids social media to reveal new clues and call on fans to figure out the limited-time-only flavor.
The other Kids also will make special appearances on social media by revealing random sour or sweet clues. These clues could be true or false, adding further mystery to the new Kid's flavor.
In August, the brand will unveil the mystery flavor and select one winner for the $50,000 grand prize.
Fans can visit the Sour Patch Kids website to submit guesses and automatically be entered for the chance to win the grand-prize giveaway and instant prizes.
Deerfield, Ill.-based Mondelez is a global snacking company operating in 150 countries with about $27 billion in net revenue in 2020. The company manufactures biscuits, chocolate, gum, candy and powdered beverages. Besides Sour Patch Kids, its products include belVita, Chips Ahoy, Oreo, Nabisco, Cadbury, Jacobs coffee, Tang powdered beverages and Trident gum.
Circle K is the c-store brand of Laval, Quebec-based Couche-Tard, No. 2 on the 2021 Top 40 Update to CSP’s 2020 Top 202 ranking of U.S. c-store chains by size.
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