Beautiful disruption - Sour Patch Kids’ ‘World Gone Sour’

Love how this brand creative beautifully bucks traditional snack category benefit cliches of taste, happiness, hunger satisfaction, etc in favor of something way more provocative, differentiating, and true to how people experience the product: the ones that get stuck in the couch pillows.

A big platform idea - you could imagine all sorts of different ways to bring this to life