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Sour Patch Kids has launched a five-day Snapchat campaign, which marks parent Mondelez International's initial foray on the smartphone app as well as the candy brand's first time utilizing social media influencers. The campaign—which is dubbed "Real-life Sour Patch Kid"—enlists social media star Logan Paul to take over the brand's Snapchat account while documenting pranks that he’s pulling in New York this week.
"Snapchat is a quick, easy and fun way to communicate that provides a different kind of creative expression than other platforms," explained Mondelez's Farrah Bezner, marketing director for the consumer-goods company's candy division.