Content Strategy & Creative Direction

CHALLENGE
WARHEADS left a generation behind with virtually no marketing support for a decade. The brand was only known for extremely sour hard candies, yet had introduced new forms over the years - worms, cubes, sprays, drops and more. They needed a way to introduce this product line up and connect with gen z.

INSIGHT
Life without sour is boring.

SOLUTION
The“Sour to the People!” rally cry would engage generation Z using Tumblr, YouTube, Vine, Instagram and SnapChat. Encouraging our audience introduce themselves to WARHEADS Candy in all it’s form and to “#souron” by finding their unique grind - skateboarding, gaming, street art or competing in robotics whatever that may be.

Positioning “sour” as a good thing, we found a way to express unique passions, as an appealing contrast to being sweet.