Sour Punch Candies,a division of American Licorice Co., haspuckered up to Austin Kelley Advertising.
The Atlanta agency celebrated its recent $1 million account win by distributing packets of the client's Sour Punch candy straws to staff members.
Before any creative work begins, the shop will work with Atlanta research companyNottingham & Husk in the coming year. The assignment is tointerview the product's target audience---kids.
The question: What turns you onabout sour?
"Sour is a phenomenon," said Jay Shields, chief operating officer of Austin Kelley. "Flavor trends comeand go, but thiscategory continues."
The campaign will break in 2002 with broadcast, print andpromotional work.
Austin Kelley's trade advertising for the Cartoon Network apparently sweetened the Chicago-basedcandy maker's appetite for the agency's creative.
"We know how to sell fun," said Shields.