Sour Patch Kids' Snapchat Effort Is a First for Mondelez Brands

Aims to turn pranks into social-video gems

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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.

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